Pantone Color Institute described the shade as “a warming, brown hue imbued with richness,” elevating brown from a simple, earthy tone to the new definition of luxury.
The shade exudes “quiet luxury,” a style often marked by muted, soft hues that embrace craftsmanship, quality, and timeless elegance – for consumers, it means buying things that last. Brown was a standout color trend for 2024, appearing across many fall/winter 2024 runway collections and permeating all tiers of the consumer market, from luxury brands to fast fashion and everything in between.
Thomaï Serdari, professor of marketing and director of the fashion and luxury program at New York University’s Stern School of Business, commented on the trend leading to the selection of “Mocha Mousse, “I am not surprised at all about the staying power of quiet luxury as it has given consumers a new pathway to identifying new neutrals that work with a variety of lifestyles,” said Serdari.
“Mocha Mousse” provides warmth, comfort, and grounding, representing the evolving priorities of consumers seeking harmony in an unpredictable world.
