The Ultra-Rich Color Trend That Is Chocolate Brown's Close Cousin

Collage of runway images featuring models wearing plum color trend.
(Image credit: Launchmetrics Spotlight; Pictured: Zimmermann; Tibi; 16Arlington; The Attico; Ferragamo; Gucci; Burberry; Erdem; Tory Burch; Fendi; OpéraSport)
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If you've spent any time scrolling through social media recently, it's hard to deny that there are some shades that everyone's into at the moment. Burgundy? It's blown up. Dove gray? It's the new neutral. Olive green? It's basically the embodiment of fall. While I'd consider myself a fan of each of these colors, I'll confess that I've reached the point where they've begun to feel oversaturated to me. Maybe it's a hazard of the occupation. While I understand these shades are still great investments for the season, the idea of showing up in the same color as everyone else sends shivers down my spine. Luckily, there's one other color trend that hasn't fully caught on yet that I'm thoroughly convinced will become the next big thing: plum. Given the context of previous color trends, it's perfectly rational to assume plum will follow in the footsteps of its close cousins, chocolate and merlot.

It's worth noting that specific lighting can make this dark purple seem similar to the colors we've seen dominate the runway, but it's distinctly different. Far less vibrant than merlot but still not as dark as chocolate brown, the plum color trend is a particularly moody version of purple that has largely been pushed to the side—until now. Across recent collections, we saw this shade surface as decadent variations of eggplant, violet, mulberry, and even dark fig. Unlike lilac and lavender, this shade of purple is compelling to adopt right now because it's closely related to other winter shades we've all come to love while still being cool enough for those of us who want to wear a color that hasn't been spotted everywhere. Admittedly, my initial desire was to gatekeep this color trend, but I've decided to do my duty as an editor and prove why this color is poised to become the next big thing.

Ahead, you'll find examples of how to style the plum color trend based on its presence in the fall/winter 2024 and spring/summer 2025 collections. Plus, I've rounded up some of the best purple pieces for the season at every price point. Consider this your sign: You can still look sophisticated without wearing the same shades as everyone else.

Model walking the Burberry runway show wearing a leather purple trench with fur, gray trousers, and loafers.

(Image credit: Launchmetrics Spotlight; Pictured: Burberry F/W 24)

Model walking the 16Arlington runway show wearing a gray tied sweater with purple leather pants, a green handbag, and blue flats.

(Image credit: Launchmetrics Spotlight; Pictured: 16Arlington)

Model walking the Tory Burch fall runway show wearing a purple hooded shirt with a purple leather skirt, tights, and purple pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Tory Burch F/W 24)

Model walking the Gucci fall runway show wearing a purple jacket with a miniskirt, platform loafers, and a red bag.

(Image credit: Launchmetrics Spotlight; Pictured: Gucci F/W 24)

Model walking the Fendi fall runway show wearing a purple leather coat with a turtleneck, miniskirt, tights, and over-the-knee green boots.

(Image credit: Launchmetrics Spotlight; Pictured: Fendi F/W 24)

Model walking the Remain fall runway show wearing a purple turtleneck with matching trousers and white pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Remain F/W 24)

Model walking the Aaron Esh runway show wearing a purple sweater with a built-in scarf, maxi knit skirt, and pointed pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Aaron Esh F/W 24)

Model walking the Erdem fall 2024 runway show wearing a plum gown with a long cape with pink satin feathered pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Erdem F/W 24)

Model walking the OpéraSport runway show wearing a purple ruched top, purple denim, and flats.

(Image credit: Launchmetrics Spotlight; Pictured: OpéraSport F/W 24)

Model walking the Zimmermann fall runway show wearing an asymmetrical purple silk gown with animal print pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Zimmermann F/W 24)

Model walking the Ferragamo runway show wearing a purple feather-trim top with a matching skirt and t-strap pumps.

(Image credit: Launchmetrics Spotlight; Pictured: Ferragamo F/W 24)

Model walking the Tibi spring runway show wearing a suede eggplant top with matching trousers and red ballet flats.

(Image credit: Launchmetrics Spotlight; Pictured: Tibi S/S 25)

Model walking the The Attico spring runway show wearing a fringe purple gown with purple sandals.

(Image credit: Launchmetrics Spotlight; Pictured: The Attico S/S 25)
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Jasmine Fox-Suliaman
Jasmine Fox-Suliaman
Freelance Fashion Editor

Jasmine Fox-Suliaman is a freelance writer and editor living in New York City. What began as a pastime (blogging on Tumblr) transformed into a lifelong passion for unveiling the connection between fashion and culture on the internet and in real life. Over the last decade, she's melded her extensive edit and social background to various on-staff positions at Who What Wear, MyDomaine, and Byrdie. More recently, she’s become a freelance contributor to other publications including Vogue, Editorialist, and The Cut. Off the clock, you can find her clutching her cell phone as she's constantly scrolling through TikTok and The RealReal, in search of the next cool thing. 

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