The Surprising Rise of Beige: Is This the New Color of Wealth?
In a world where colors have historically signified power and wealth, beige has emerged as the unexpected champion of affluence. Gone are the days when the richest flaunted their status in opulent shades of indigo, crimson, and gold. Instead, modern luxury has taken a softer, more understated turn towards those calming tones of beige. Let’s explore this fascinating phenomenon of color and its implications in today’s high-society circles.
The Start of the Beige Trend
For Lindsey Woodcock, a luxury travel consultant, the beige trend first revealed itself in the chic streets of St. Moritz, Switzerland. “It becomes something you can’t not see,” she observes, noting the remarkable prevalence of beige-clad individuals wandering the upscale terraces and shops. In a space traditionally adorned with vibrant colors, the muted tones now reign supreme.
A Reflective Statement of Discretion
So, what’s behind this shift? Alessandro Sartori, artistic director of Ermenegildo Zegna, suggests that today’s elite prefer not to flaunt their wealth. “The ultrawealthy don’t want to show off, and beige colors are good in that sense,” he explains during a phone call from Milan. This inclination towards beige signals a subtlety and refinement that seems to resonate deeply with a new class of discerning consumers.
The Palette of the Ultrawealthy
When Sartori describes the palette of affluence today, he likens it to comforting classics—latte, oatmeal, cream, and butterscotch. “Stylish, but not too much out of the perimeter of being noticeable,” he elaborates, showcasing a style that prioritizes discreet elegance over loud opulence.
And for Brazilian entrepreneur André de Farias, the soothing tones reflect a broader ethos among the wealthy. “It’s a mature kind of luxury that doesn’t seek external validation,” he emphasizes, reinforcing the notion that quality trumps quantity.
Beige: A Color That Speaks Volumes
Historically, bold colors served as the hallmark of wealth, but according to fashion experts like Filippo Ricci, creative director of Stefano Ricci, the desire for soft hues has transformed into a statement of luxury and power. In an era where ostentation has lost its charm, a well-placed beige can convey all the status one needs without resorting to flashy displays.
“Color will eventually come back,” Ricci predicts. Nonetheless, for now, beige is firmly in the spotlight, even within the super-rich circles that once thrived on flamboyance.
Contrasting Styles: Dressing Up or Dressing Down?
Among the elite of St. Moritz, some have adopted a more casual style. Rolf Sachs, the heir to significant fortunes, and his companion, Princess Mafalda of Hesse, often sport looks that blend rugged charm with understated refinement. From old jeans to luxurious sable capes, their styles echo the shift away from grandiosity and signal a new era of comfort among the wealthy.
A Historical Perspective on Color and Class
Historically, colors have served as a primary indicator of wealth. During the Spanish colonial era, vivid hues from natural dyes became symbols of status and luxury. For instance, the coveted cochineal red, derived from the tiny insects that thrive on prickly pear cactus, was once as valuable as silver. In contrast, the poorer class dressed in the muted colors of vegetation, leaving those vibrant reds to the royals.
Caroline Rennolds Milbank, a fashion historian, highlights that the associations between color and wealth have shifted dramatically. “Beige was seen as workwear, the most pedestrian of utilitarian clothes,” she notes. Thus, the preferences of the wealthy have shifted from bright colors, long viewed as indicators of status, to softer tones that convey a more sophisticated narrative.
The Color of the Future: Mocha Mousse
In line with this evolving sentiment, the Pantone Color Institute recently named “mocha mousse” as its 2025 Color of the Year, reflecting feelings of comfort and subtle elegance. “The creams, taupes, and camels signify longevity, lineage, and security,” says Leatrice Eiseman, the institute’s executive director.
As markets tremble and societal norms shift, the subtle power of beige seems timeless. Robert H. Frank, an economics professor at Cornell, explains that such understated tones communicate a powerful message: “You don’t need to make a big noise,” he asserts.
Embracing the Beige Revolution
Brunello Cucinelli, an influential figure in luxury fashion, is no stranger to this beige movement. “When I first created colors like these, people thought, ‘Only the pope can wear these colors!’” he recalls, playfully acknowledging his role in this transition of taste.
Conclusion: A Smart Choice in an Evolving Landscape
As the wealthy embrace beige as a staple of their wardrobes, it reflects a shift in mindset towards more sustainable and meaningful expressions of luxury. Whether it’s reflecting an internal sensibility or simply a desire for comfort, beige is more than just a color—it’s a lucrative manifesto that showcases the intelligence and maturity of today’s elite.
In this ever-evolving landscape of wealth and fashion, the question remains: Will vibrant colors make a comeback, or will beige continue its reign? One thing is certain—there’s wisdom in simplicity.
