Apparently this very 2025 colour makes you look... rich.

For the past few years, one style of design has dominated — and it has a lot to do with the device you're probably reading this on.

As cultural commentator Hans Lorei explains on his popular Instagram account Hans Lorei Design, the "Apple Store Aesthetic" has long been the gold standard. Think white walls, minimalist furnishings and zero clutter.

Remember when Kim Kardashian shared photos of her home and it looked like some kind of mausoleum? Yeah — we're talking about that.

Watch: Kim Kardashian's ultra-minimalist home. Post continues below.

It makes sense, if you think about it. In the wake of the pandemic, we craved cleanliness and distance (well, that was more of a necessity), and it was reflected, quite literally, in our living spaces. What was more visually clean than white on white?

There was a knock-on effect for fashion, too. As the digital age ramped up and Covid forced us to connect through online mediums from the comfort of our homes, we started dressing like true digital natives: monochromatic tracksuits and athleisure pieces in tones of grey and beige. Complete with those omnipresent foamy white sneakers.

It was kind of robotic, on reflection. Maybe we were all leaning into the ease of having a set uniform, when everything else felt so uncertain. Or maybe we just lacked the energy to do something more adventurous with our outfits.

But there's a major shift underway, and it's affecting how we style our… entire lives. From our homes to our wardrobes and beyond.

Because we don't want stark, white spaces anymore. And where a grey Skims tracksuit might've spoken of good taste in 2021, something very different is set to signify luxury in 2025.

"What people are longing for is richness," says Lorei. "The digital age has created nostalgia for the analog world."

And the colour that says rich now? The tone that says 'handmade things', and suggests getting back to nature?

It's brown, baby. And it's back in a big way.

Image: Instagram/@haileybieber

According to the Instagram account Death To Stock, a leading online design authority, the colour is set to completely "redefine luxury" this year.

"It's now emerging as the emblematic colour of quiet luxury," the account shared in a reel now seen 851,000 times. So it's not much of a stretch to say that brown actually is the new black.

In December, Pantone announced their 2025 colour of the year was Mocha Mousse, "a warming, brown hue imbued with richness". Above all, Pantone said the shade was selected as it answers our collective desire for comfort. Read: the exact opposite of coldness and disconnection.

Sophie Bell, founder of lifestyle brand Peppa Hart, says 2025 will see home trends continue to reflect this shift.

"Earthy palettes featuring rich browns, deep red wine tones, [and] muted terracotta hues will dominate, bringing a grounded and warm feeling to spaces," she told Homes to Love.

The mid-century modern aesthetic is on the rise in interior design, which favourites rounded and organic wood furnishings, while there's an increasing appetite for vintage and antique pieces that tell a story, rather than reflecting a blank canvas.

Interiors that hero brown hues and sumptuous textures are taking over from stark minimalism. Image: Instagram/@ellosofficial

It's all about creating a feeling of warmth. Image: Instagram @maisoncotidiano, space designed by Prospect Refuge.

Beyond home decor, it's a feeling we're seeing coming through strongly across fashion at large. One scroll of your socials will prove that tonal brown looks are already trending hard, particularly overseas as America and Europe head into winter. Cosy brown outerwear is everywhere, replacing the all-black-everything look.

You might've noticed it via those viral Miu Miu x New Balance sneakers in brown suede, or the way all your favourite influencers seem to be wearing monochromatic chocolate 'fits. It just looks rich, right?

Influencer Julie Sarinana. Image: Instagram/@sincerelyjules

A pair of sneakers from the Miu Miu x New Balance collection. Image: Instagram/@miumiu photographed by Gillian Garcia.

One of the biggest breakout runway moments of last year was the return of boho '70s-inspired clothing, with credit mostly due to French fashion house Chloé.

Accessories in brown suede are predicted to be a massive retail trend for seasons to come, with the retro textured leather taking over everything from sneakers to handbags, jackets and casual shoes like moccasins.

View this post on Instagram

A post shared by Chloé (@chloe)

As Death To Stock notes, natural brown hues have also come to signify artistry and craftsmanship.

Now more than ever, we're craving things that feel "more human and handcrafted", Lorei affirms.

It's the reason Italian luxury label Bottega Veneta is experiencing such a boom. The brand is known for its heritage, hand-crafted woven leather accessories, and their cult handbags — especially in tones of brown and burgundy — are flying off the shelves right now, despite their eye-watering price tags.

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A post shared by Grece Ghanem (@greceghanem)

Influencer Grece Ghanem carries a brown Bottega Veneta Sardine bag. Image: Instagram/@greceghanem

With the logomania trend dying down, people want to invest in luxury items that look expensive, in a quiet and considered way — not in a way that reads as gauche. As they say, money talks, wealth whispers.

While brown is undoubtedly the boujiest shade of the year, Death To Stock says its prominence will pave the way for other rich, earthy hues like burgundy, forest green and mustard to enter the fold across interior decor, fashion, graphic design and even, ironically enough, the colour of our cars and tech devices.

Have you noticed a few brown Teslas and Land Rovers getting around? Yeah, this is why.

Here are some of our favourite brown finds for your home and wardrobe.

Hommey Lumbar Corduroy Cushion in Teak, $49.50.

Image: Hommey.

Pillow Talk Meri Dark Brown Side Table, $89.95.

Image: Pillow Talk.

McMullin Kiri Ring Dish, $79.

Image: McMullin.

Bonds Cotton Rib Bra Tank in Dark Espresso, $49.99.

Image: Bonds.

Target Preview Relaxed Side Piping Pants in Chocolate, $40.

Image: Target.

Calli Jayne Shorts, $89.95.

Image: The Iconic.

Dissh Nala Fondant Linen Resort Shirt in Fondant, $129.99.

Image: Dissh.

Charles & Keith Kori Suede Slide Sandals in Cognac, $149.

Image: Charles & Keith.

Oroton Scallop 4 Credit Card Mini Zip Pouch in Barn Red, $70.

Image: Oroton.

Feature image: Instagram/@kimkardashian; @haileybieber