If you like chocolate, you're going to LOVE this colour trend

It looks as tasty as it sounds

chocolate brown trend
(Image credit: Getty Images)

Whether you're addicted to coffee or chocolate, the brown trend is one you will no doubt adore this season. While last winter was all about chocolate brown, for Autumn/Winter 2024, we're expanding the palette to all other hues, from dark camels to rich, almost-black browns.

Now I will admit that until recently, I actively avoided brown, thinking it, for want of a better word, dull. It just seemed old-fashioned and drab to me.

However, these days I see it as a chic alternative to the more popular blacks and greys of a classic Winter wardrobe. And it just so happens to be one of the major Autumn/Winter 2024 trends as well, so now's the time for other naysayers to hope on the brown bandwagon.

The good news, as I mentioned, is that all chocolate hues work this season, making it a far easier trend to nail. As ever, the best inspiration has come from the catwalk.

models wearing brown outfits on the catwalk

(Image credit: Getty Images)

There were milky creams at Coach and Max Mara, caramel lattes at Chanel, Burberry and Ferragamo and the ‘just black, no sugar’ at Miu Miu and Prada (I'm going hard on the coffee analogy here, but feel free to visualise blondie, milk and dark chocolate instead).

The vibe this season is very much 'head to toe', and at Acne Studios, Anna Sui and Chloe in particular, mixing different brown hues added depth to daytime and evening looks.

If going all out isn't quite for you, take your cue from Sabato de Sarno at Gucci, who mixed it with other Autumnal hues like burgundy and forest green.

So if you agree that brown is the new black, shop my edit below.

Shop the brown trend

Penny Goldstone

Penny Goldstone is the Contributing Fashion Editor at Marie Claire UK. She writes about catwalk trends and the latest high street and Instagram sartorial must-haves. She also helms the Women Who Win franchise.

She has worked in fashion for over 10 years, contributing to publications such as Cosmopolitan, Red, Good Housekeeping, and Stylist.