tech
March 21, 2026
Why Brown Became the Favorite Color of Generation Z
Why brown became the symbolic color of Generation Z? From fashion to interiors, with a parallel to the 70s. Analysis of a phenomenon that can be seen as a natural evolution of the so-called 'Millennial Gray'.
TL;DR
- Generation Z is increasingly favoring brown over the previous 'Millennial Gray' in interior design and fashion.
- This trend is characterized by warmer tones, dark wood, chocolate sofas, and earthy colors like terracotta and aubergine.
- The resurgence of brown is linked to a desire for comfort, nostalgia, and authenticity, especially in times of uncertainty.
- Fashion is reflecting this, with brown becoming a neutral alternative to black, seen on runways and red carpets.
- The 'Brown Pencil Theory' in beauty simplifies routines with a single brown pencil for multiple uses, achieving a natural look.
- The shift parallels the 1970s, a decade also characterized by earthy tones and a move towards naturalness and grounding, following a period of change and uncertainty.