What is mocha mousse and will it sell?

Searches for brown suede are still on the up. In October, searches for “brown suede” increased 250 per cent, according to Madé Lapuerta, who runs Data But Make It Fashion on Instagram, an account analysing fashion trends via her purpose-built AI software.

It was a win for brands. After releasing brown suede handbags as part of its Autumn/Winter 2024 collection (released in the latter half of the year; a similar time to when brown was picking up the pace, Lapuerta says), Prada grew 35 per cent in popularity from August to October, she calculated. Suede is where Hsu expects brands to continue to play with these shades — including in the lighter, mocha form.

Will it stick?

Pantone isn’t alone. Fashion experts anticipate that brown will stay the course in the year ahead, leaving room for mocha mousse to gain ground.

Hsu expects brown to remain influential in 2025, just with a different look. “The trend is evolving, with lighter fabrications and pastel tones gaining prominence. These elements suggest a shift towards a softer, more ethereal interpretation of the colour palette,” she says. Lapuerta agrees, noting the versatility of brown as an earthy tone. She highlights the classic Burberry scarf, which has been having yet another moment in the sun. (Lapuerta calculated an 85 per cent increase in popularity on 10 November from the week prior.)

Mocha and pastels at Versace SS25.

Photo: Acielle/Styledumonde

Backstage at Versace SS25.

Photo: Acielle/Styledumonde

As for what form this might take, Waller is watching to see whether brown (especially suede) will make its way to embellishments. “With personalisation being such a huge trend of 2024 — and what will likely continue to trend into the new year — it will be interesting to see if the brown dominance trickles into personalised accessories,” she says.

Even so, Waller feels the colour’s reign will eventually wane. “I personally feel that it will slow down once SS25 hits, especially as we saw a lot of lighter colourways walk the season’s runways — light pink being a key colour,” she says. “Come summer, the cosiness of brown will trickle out, and more playful colours will arise again.”

That said, Munday notes that brown was a key supporting colour to the citrus and pastel palettes that dominated the SS25 runways, pointing to Versace and Ganni as examples. She expects that this will give it longevity beyond autumn. This was part of Pantone’s rationale, too. Eiseman calls mocha mousse a “foundational shade”, suited to pairing with other, lighter hues. Mytheresa’s Hsu is confident in brown’s appeal for resort, pointing to its uptick in swimwear and linens.

Waller is watching Mrs Prada — who helped push brown to the fore in ’24 — for confirmation. “It continues to be all eyes on Miu Miu,” Waller says. “If brown walks their runway next season, it’s safe to say that it will be here for a while.”

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