Fashionistas love burgundy—it's the color of the season

[WORLD] In recent years, the fashion landscape has been dominated by neutral tones, with browns and beiges reigning supreme. However, as we enter a new era of style, burgundy has emerged as a powerful contender, challenging the status quo and offering a fresh perspective on what constitutes a versatile, sophisticated color palette.

Rickie De Sole, fashion director at Nordstrom, boldly declares burgundy as "the colour of the season," highlighting its pervasive influence across various facets of popular culture. This rich, deep hue has captured the imagination of designers, celebrities, and fashion enthusiasts alike, making its presence felt in everything from haute couture to everyday streetwear.

The Cultural Context of Color

The rise of burgundy in fashion is not merely a coincidence but a reflection of broader cultural shifts. De Sole emphasizes the importance of cultural context in shaping color trends, stating, "Cultural context around colour has a big impact. You see it coming at you from so many directions, and it seeps into your mind. Eventually people say, 'I want to wear that colour, too.'"

This cultural saturation is evident in the increased visibility of burgundy across various platforms. From social media influencers showcasing head-to-toe burgundy ensembles to celebrities making headlines with their burgundy fashion choices, the color has become impossible to ignore.

Celebrity Endorsements and High-Fashion Moments

The power of celebrity influence in propelling fashion trends cannot be overstated, and burgundy has certainly benefited from star-studded endorsements. Zendaya, known for her impeccable style, recently made waves in the fashion press by donning a burgundy leather Louis Vuitton dress at a high-profile event. This bold choice not only showcased the versatility of burgundy but also cemented its status as a color worthy of red carpet glamour.

Similarly, Hailey Bieber's beauty brand Rhode featured a striking campaign with Alexandra Saint Mleux, girlfriend of Formula One driver Charles Leclerc, wearing a floor-length burgundy trench coat. The campaign images garnered over 2 million combined likes on TikTok and Instagram, further amplifying the color's appeal.

Even Charli XCX, the singer who popularized the vibrant "brat green" earlier in the year, has embraced the burgundy trend. Her recent performance at the Los Angeles County Museum of Art's Art + Film gala saw her sporting a burgundy Gucci ensemble, signaling a shift in color preferences even among the most avant-garde fashion icons.

Burgundy in Retail: A Growing Trend

The fashion industry's embrace of burgundy is not limited to high-end designer pieces. Retailers across the spectrum are incorporating this rich hue into their collections, offering consumers a wide range of options to incorporate burgundy into their wardrobes.

Nordstrom, for instance, has expanded its burgundy offerings to include a diverse array of items. From chandelier earrings by Lizzie Fortunato priced at $335 to a double-breasted overcoat from & Other Stories at $399, the retailer is catering to various style preferences and price points. This wide-ranging availability underscores the versatility of burgundy as a color that can elevate both accessories and statement pieces.

The Frankie Shop's Burgundy Revolution

Gaelle Drevet, founder of the trendy boutique The Frankie Shop, notes a significant shift in perception regarding burgundy among her younger, fashion-forward clientele. Previously viewed as "a more mature colour," burgundy has now gained traction with a younger demographic seeking to add depth to their wardrobes without resorting to overly bold choices.

Responding to this changing sentiment, The Frankie Shop has increased its burgundy offerings, including items like a one-shoulder tent dress from Matteau and wraparound sunglasses by Port Tanger. The boutique has also incorporated burgundy into its in-house clothing label, featuring pieces such as a strapless top and a striped button-up shirt.

Burgundy: The New Neutral

As fashion enthusiasts seek alternatives to traditional neutral shades, burgundy has emerged as a compelling option. Brigitte Chartrand, vice president of womenswear at Ssense, aptly captures this sentiment, asking, "How many black V-necks can you have?" This question reflects a growing desire for more exciting and versatile color choices in everyday wardrobes.

Ssense's extensive collection of burgundy items, numbering around 1,200, demonstrates the color's versatility. From patterned scarves and jeans to calfskin bags and Birkenstock sandals, burgundy has proven its ability to enhance a wide range of fashion pieces.

The Psychology of Burgundy

The appeal of burgundy extends beyond its aesthetic qualities. Interior designer Kelly Wearstler describes it as "an intimate colour that evokes so much emotion." This emotional resonance contributes to burgundy's growing popularity in both fashion and interior design.

Wearstler, known for her sophisticated personal style, has incorporated burgundy into her wardrobe and design projects. Her use of oxblood plaster walls in a bathroom and a burgundy stone countertop in a bar exemplifies the color's ability to create refined and feminine spaces.

Burgundy in High Fashion: The Gucci Effect

The prevalence of burgundy in contemporary fashion can be traced back to influential runway collections. Gucci's spring 2024 collection, which prominently featured a new plummy burgundy shade called Rosso Ancora, played a significant role in popularizing the color.

This high-fashion endorsement of burgundy has had a trickle-down effect, influencing designers and retailers across various price points. The color's association with luxury and sophistication has made it an attractive choice for those looking to elevate their style.

Burgundy vs. Brown: A New Neutral Contender

While brown has long been a staple neutral in fashion, burgundy offers a fresh alternative that combines versatility with a touch of elegance. As Chartrand from Ssense puts it, burgundy is "the new brown," signaling a shift in how we perceive and use color in our wardrobes.

This transition from brown to burgundy reflects a broader trend in fashion towards more nuanced and sophisticated color choices. Burgundy provides the neutrality and versatility of brown while adding depth and richness to outfits.

Incorporating Burgundy into Your Wardrobe

For those looking to embrace the burgundy trend, there are numerous ways to incorporate this rich hue into existing wardrobes:

Start with accessories: Burgundy bags, shoes, or jewelry can add a pop of color to neutral outfits.

Invest in outerwear: A burgundy trench coat or leather jacket can serve as a versatile statement piece.

Try burgundy basics: Replace traditional black or white t-shirts and sweaters with burgundy alternatives for a fresh twist on everyday looks.

Experiment with makeup: Burgundy lipstick or eyeshadow can complement the fashion trend and add sophistication to any look.

The Future of Burgundy in Fashion

As we look towards future seasons, it's clear that burgundy's influence in fashion is far from fleeting. Its ability to transition seamlessly from autumn to winter and even into spring collections suggests a staying power that extends beyond typical seasonal trends.

The color's versatility, emotional resonance, and association with luxury position it as a long-term player in the fashion world. As designers continue to explore new shades and applications of burgundy, we can expect to see innovative uses of this rich hue in upcoming collections.

Burgundy's ascension to the forefront of fashion represents more than just a passing trend. It signifies a shift in how we approach color in our wardrobes and living spaces. As a hue that combines the versatility of neutrals with the richness of jewel tones, burgundy offers a sophisticated alternative to traditional color choices.

From high-end designer pieces to accessible retail offerings, burgundy has proven its ability to enhance a wide range of fashion items. Its emotional depth and cultural resonance have contributed to its widespread appeal, making it a favorite among celebrities, influencers, and everyday fashion enthusiasts alike.

As we embrace burgundy as "the new brown," we open ourselves to a world of stylish possibilities. Whether incorporated through statement pieces or subtle accents, this rich, evocative color has the power to elevate any outfit or space. In the ever-evolving landscape of fashion, burgundy stands out as a color that is both timeless and thoroughly modern, promising to remain a key player in the seasons to come.