There’s a business case to be made for brands, too. Ima Shah, advisory director at trends intelligence business Stylus, describes white as a failsafe. “This season, white has turned into a creative and commercial anchor,” she says. “White works right now because it feels safe without being boring, and you can wear it with anything.”
Last year’s mocha mousse prediction hit the mark. Waller says the color held influence and selling power in 2025, specifically in regards to handbags. She highlights Saint Laurent’s Icarino in brown quilted suede and Balenciaga’s Le City Bag Small in camel, worn by Bella Hadid, as standouts. Suede offerings also did numbers; Chanel’s 25 bag in chocolate brown suede is Waller’s most-requested handbag style of the year.
Brigitte Chartrand, chief buying and merchandising officer at Net-a-Porter, expects high demand for white during the Spring/Summer 2026 season. “It’s something we have really bought into at Net-a-Porter,” she says. “It was so prominent on the runway, especially at New York Fashion Week and at the Saint Laurent show in Paris, with its signature black and white looks. White also appeared in footwear from heels to trainers, which is something we haven’t seen for a long time.”
“Top brands that come to mind for this are Chanel for handbags and footwear, Prada for ready-to-wear pieces, Jacquemus for bestselling styles across all categories,” Waller adds. “Miu Miu, Alaïa, The Row and Christopher Esber will all embrace it strongly — and styles will sell out.”
But as the quiet luxury trend wanes, is 2026 really the year when white will surge? Experts weigh in.
Quiet-ish
While white can connote absence, this wasn’t what Pantone had in mind when selecting the shade. “We know that white can have this connotation, but this is not a statement of ‘lack of’. Cloud dancer is a natural white tone with an equal balance of cool and warm, giving it the neutrality, accessibility and versatility consumers are looking for today,” Pressman says. “At a time when personal expression is so key, this is a color that consumers can incorporate into their wardrobes, beauty or hair in any way they like, whether in a monochromatic statement, or paired and contrasted with other shades.”