Still Sticking to Brown? Purple and Olive Green Shine as FW Season’s New Colors
Creatrip Team
4 months ago
Korean fashion companies and global runways are embracing purple and olive green as the new FW season colors, moving beyond traditional browns and grays. Retailer LF reports rising sales and search interest in purple, olive, and khaki—searches for “olive” were up 120% in October year-over-year, while “khaki” and “purple” rose 90% and 40% respectively. Purple has evolved from pastel lavender to deeper, gender-neutral tones used across knitwear, polo shirts, and accessories. Olive green and deeper greens (including khaki and dark green) align with seasonal hues and are proving easy to wear as accent colors; olive-variant items like unisex cardigans and suede bags have sold out or gone into pre-order. Brands under LF, such as HAZZYS (헤지스), Dunst (던스트), and Vanessa Bruno, plus international labels like Isabel Marant (이자벨마랑), expanded purple and green lines, reporting much faster sales for these tones—some purple items selling 50% faster and certain green pieces outselling neutrals by up to six times. Accessories also follow the trend, with purple suede bags previously selling out and olive added this season. Overall, purple and olive green are driving FW product updates and boosting sales across apparel and accessories.
