From clothing to cinema, kitchens to cars, the world around us seems to be losing its chromatic diversity, retreating into a palette of muted neutrals. Grey, in particular, has become the dominant shade of contemporary life, appearing everywhere from sweatshirts and designer coats to sofas and laptops. Even once-colorful brands like Ganni have embraced fifty shades of grey, while the fashion runways of Miu Miu, Thom Browne, and Louis Vuitton showcase garments in subtle, ambiguous tones. The Brat Summer of color may have been a brief illusion, but today, grey has returned as the “sophisticated” choice.
This neutralization of our surroundings goes beyond mere fashion trends. The same shade is found in cars, interiors, and technology, with Statista reporting that grey ranked among the most popular colors for Generation Z in 2022 across the US and UK, alongside black and white. According to HueData, grey is the most common color in the automotive industry and the second most prevalent in fashion after black. Woven Insights confirms it as the third-most popular color in clothing products, trailing only black and white. Our world is subtly being rendered monotone, with grey’s prevalence symbolizing both modernity and minimalism.
Cinema has not escaped this aesthetic shift. Films like Wicked, retelling the story of the witches of The Wizard of Oz, have drawn criticism for their muted color grading, abandoning the vibrant technicolor of the original. Even Almodóvar’s films, one of the few remaining oases of vivid color, highlight how the rest of the visual landscape is becoming increasingly subdued. Kitchens, fast-food restaurants, superhero movies—many spaces are succumbing to a chromatic laziness, as documented across social media.
Yet some are pushing back against this grey takeover. In 2023, Fiat’s CEO publicly declared an end to grey-painted car models, stating: “The world doesn’t need another grey car.” This small rebellion against the ubiquity of neutrals highlights a growing awareness of how color—or its absence—shapes our cultural and emotional environment.
Anthropologist and fashion journalist Ulixēs Fernández Garcia interprets this shift as more than aesthetic—it is cultural and psychological. Historically, color in clothing conveyed social hierarchies, religious roles, and even emotional states. With globalization, industrialization, and digitalization, societies have gravitated toward functional, neutral tones, with grey as a prime example. Wearing neutrals can act as a visual shield, reducing overstimulation and creating a sense of order in a chaotic world. As Fernández notes, neutral clothing can be seen as a mechanism for adaptation, offering a psychological respite amid modern pressures.
Practicality and sustainability also play roles in this grey phenomenon. According to Patricia Eguidazu, founder of the Triziazu Method, natural dyes tend toward muted shades, making vibrant colors harder to achieve without chemicals. Additionally, bright colors highlight imperfections in low-quality fast fashion fabrics, which discourages their widespread use. Many consumers feel more comfortable sticking to neutrals, perceiving them as safe, versatile, and socially acceptable.
However, the resurgence of color is possible—and even advisable. The “unexpected red” trend, which went viral online, demonstrates that a single splash of saturated color can transform an outfit or home décor. Luxury brands have also capitalized on distinctive pigments for branding, like Gucci’s deep burgundy or Burberry’s iconic blue, though the mass-market often still favors camel, black, and grey.
Some designers are boldly resisting the neutral tide. Abra Paris, the brand of Spanish designer Abraham Ortuño Perez, embraces color unapologetically. Specializing in pink accessories and footwear, Perez utilizes dead-stock fabrics to create eye-catching pieces that defy conventional norms. For him, color is as essential as silhouette or form, a vehicle for self-expression and individuality. Wearing vibrant pink sneakers or accessories becomes a deliberate statement, inviting positive attention and challenging monotony.
Ultimately, incorporating color into our daily lives is more than an aesthetic choice—it is a reclamation of emotion and identity. Fernández emphasizes that introducing warmer, more saturated tones acts as resistance against uniformity, revitalizing both our connection to fashion and to our personal sense of self. In a world increasingly dominated by grey, choosing color becomes an act of creativity, rebellion, and joy—a small but meaningful way to remind ourselves that life is meant to be vivid.