No matter how many people scorn “sad beige,” neutrals remain hugely popular for a reason.
You don’t have to look hard to find people being rude about neutrals. “Sad beige” and “millennial grey” have become common insults for everything from children’s playrooms to entire lifestyle choices. During the pandemic, Etsy searches for beige children’s clothing surged by 67%, yet while Hayley DeRoche gained hundreds of thousands of followers on her handle @sadbeige, many mocked the trend. One viral video lampooned a monochrome grey restroom, calling it the epitome of corporate mediocrity. In these criticisms, neutrals aren’t a color preference, but a reflection of a perceived personality flaw.
The Longstanding Disdain for Neutrals
Hatred for neutrals isn’t a new phenomenon. Paula Scher, the esteemed 76-year-old graphic designer, once famously called beige “the color of indecision.” Historically, this bias goes back even further. During the 19th century, British critic John Ruskin lamented that his generation considered meal and ash tones the most proper colors, akin to glazed grey mortar and creamy stucco. He believed these hues symbolized distress, despair, and mortification.
The Definition and Realm of Neutrals
The term “neutrals” is subjective. Typically, it encompasses muted, calm, low-saturation colors such as cream, beige, taupe, grey, and brown. Black, navy, khaki, and burgundy are also often considered neutrals in fashion, whereas they’d be attention-grabbing in interior design. The concept of neutrals shifts over time, with emerging shades like lavender, caramel, sage, and dusty pink briefly claiming the title of “new neutral.”
Despite their shifting definition, neutrals are defined by their ease, livability, timeless nature, and neutral pairability. True neutrals are versatile enough to complement other neutrals for a minimalist look or stand boldly next to bolder shades.
The Enduring Appeal of Neutral Colors
If you still wonder why neutrals remain so favored, you’re in good company. Neutrals dominate color choices across industries. Neutral wall paints significantly outsell vibrant options, and classic black and camel coats are timeless fashion staples. These colors evoke associations with natural, soothing, tasteful, and calming aesthetics, cementing the commercial and cultural dominance of neutrals.
Historical Context of Neutral Colors
Historically, the preference for bright and saturated hues was a sign of wealth and power. In ancient times, expensive materials such as murex sea snails, lapis lazuli, and cochineal insects produced rich colors like purple, blue, and red that were almost more valuable than gold. These pigments were reserved for the elite, while those below had to settle for more basic, natural colors.
The word “beige” itself reflects this history, derived from a French term for wool left unbleached and undyed. Thus, neutrals were originally the hues of poverty, mergers of natural pigments and materials.
The Neutrals Revolution
This began to change in the late 19th and early 20th centuries. With the invention of synthetic dyes and increased affordability of materials, fashion and design shifted toward more subdued and natural tones. The Arts and Crafts movement embraced “truth to materials,” favoring sincerity in color and texture. Artists like Oscar Wilde and the Aesthetes also fostered a taste for less brash, synthetic hues.
Luxury Neutrals: From Dior to Celine
By the mid-20th century, neutrals had gained a luxurious reputation. Christian Dior championed grey, claiming it would dominate, and his famous warm, silvery “Trianon” grey became a brand hallmark for decades. Similarly, Gabrielle Chanel revered beige, attributed to either the beaches of Deauville or her lover’s sportswear. Phoebe Philo further cemented neutrals’ status at Chloe and Celine with flowing taupe and cream pieces that epitomized cool-girl chic.
The Future of Neutral Colors
Despite criticism, the future is bright for neutrals. Today’s trend forecasters agree on their enduring popularity, identifying three key factors driving this trend: quality materials, design excellence, and visual appeal. Neutrals reflect a tasteful, curated aesthetic that translates well across various media, especially social media platforms.
As Jane Boddy, a trend forecaster and member of the Pantone Color Institute, notes,