‘Sad Beige’ Has Taken Over Baby Gear, Clothing, Decor
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‘Sad Beige’ Has Taken Over Baby Gear, Clothing, Decor

Parents are gravitating toward neutral hues that match their minimalist tastes; ‘I don’t think many kids’ favourite colour is beige’

By CHAVIE LIEBER
Thu, Nov 17, 2022 9:11amGrey Clock 3 min

Krissy Kyne, a 27-year-old makeup artist in San Antonio, is giving birth to a baby boy this week. The room waiting for him at home is neither blue nor pink, but beige.

It has a light-coloured wood crib, a woven jute rug, a latte-hued changing pad and a cream ottoman, with oatmeal throw pillows and camel muslin blankets strewn about. Ms. Kyne said her mother-in-law told her her taste for neutrals looked “sterile,” but she has committed to the aesthetic, stocking drawers with beige onesies, beige sweatsuits and beige socks.

Ms. Kyne joins a wave of parents eschewing bright and stereotypically gendered colours for kid wares, and instead choosing earthy, neutral tones aligned with minimalism. It’s a look TikTok satirist Hayley DeRoche has termed “sad beige,” but some see it as a happy development: The ecru, blond and brown products fit right in with their stylishly muted décor in the rest of the house.

“Our whole house isn’t changing because we have kids,” said Jen Atkin, a celebrity hairstylist and entrepreneur in Los Angeles known for working with the Kardashians—although she conceded that the aesthetic can invite stains. Because she has two kids and three dogs, she bought easy-to-clean beige outdoor rugs and couches for her home.

Kylie Jenner showed off the beige furnishings in her son Wolf’s nursery in a video from March. Caitlin Covington, a content creator in North Carolina known online as “Christian Girl Autumn,” often dresses her daughter in brown and ecru ensembles for portraits.

“I’ve been influenced by influencers,” said Amina Kadyrova, a mother of three in New Jersey. “I’m a victim of the marketing system. But I genuinely like it.” Neutral colours are easier to mix and match on kids, she added.

Earlier this year, Baby Gap created a designated beige section inside some stores after researching market trends, according to the brand’s head designer, Carolyn Koziak. A new line from Walmart, Easy Peasy, includes a lot of beige, too. According to Etsy, searches for beige kids clothes jumped 67% in the past 12 months compared with the previous period.

“It seems to be marketing this fantasy that if I buy neutrals, my children will also be neutral, calm and quiet,” said Ms. DeRoche, the TikTok user, who lives in Petersburg, Va.

Most children’s companies still sell lots of toys and clothes in bright and inviting primary colours. “It’s important to expose kids to learning colours to help them with their visual perception,” said Ann-Louise Lockhart, a pediatric psychologist in San Antonio. “Having variety is important for brain development.”

Amanda Gummer, a neuropsychologist and children’s play expert in Britain, said there isn’t evidence that colourless toys stunt developmental milestones. Still, Dr. Gummer said, “the motivation of having an Instagrammable house and not letting kids explore and make a mess worries me. I don’t think many kids’ favourite colour is beige.”

Ms. Atkin said her children can get their colour fix elsewhere. “My son will go to indoor gymnasiums, play centres, museums, and he gets covered in slime and goo, and colour and glitter,” she said. “We do that outside of our house, and then we get to come home to a nice, calm, clean environment.”

Other parents noted the pacifying nature of neutrals. “Brown and beige make me feel calmer,” said Maddie Berna, a photographer and mother of two in central California. “I personally don’t like super bright colours, and they do wear that sometimes, but it’s annoying to see all the time.”

Ms. Berna’s mother, Ashley Durham, isn’t a fan.

“All of Ellie’s bows are the same kind of beige and I would like her to wear something that sticks out more,” she said, referring to her 15-month-old granddaughter. “I do try to buy them brighter color clothing. I just never see them in it.”

Naomi Coe, a California-based interior designer specialising in kid’s rooms, said she experienced an influx of beige requests during the pandemic, when many parents were spending more time at home.

“Neutral is going to give you calm, serene, homey, cozy,” she said. “I’ve noticed a shift where people are after that feeling more.”

Laura Roso Vidrequin, founder of secondhand kids-clothing marketplace Kids O’Clock in London, said beige products sell three times as fast as other colours on the site—perhaps because they are gender-neutral, she said, hence easy to pass down.

Elizabeth Robles Jimenez, a mother of four in Downey, Calif., said she bought plenty of pink and princessy products for her first three daughters before settling on beige décor and wooden toys for her 2-year-old, Ava.

“I think whites and creams give her an opportunity to discover her own self and not have the mentality that because she’s a girl, she needs all pink,” Ms. Robles Jimenez said.

Mushie, a startup that makes pacifiers, bibs and stacking cups in beige hues, has seen double-digit growth this year, according to its chief executive, Levi Feigenson. Moms cited the labels Oat, Soor Ploom, the Simple Folk, Tiny Cottons, Jamie Kay, Nora Lee, Rylee + Cru as others with an abundance of beige products.

“When I started my company [over 10] years ago, you couldn’t get a baby or child garment in a neutral colour unless you went to Europe,” said Marissa Buick, the Brooklyn founder of kidswear brand Soor Ploom. Her colour choices reflect ones “you won’t find in a shop, but are in nature,” she said.



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The Uglification of Everything

Artistic culture has taken a repulsive turn. It speaks of a society that hates itself, and hates life.

By Peggy Noonan
Fri, Apr 26, 2024 5 min

I wish to protest the current ugliness. I see it as a continuing trend, “the uglification of everything.” It is coming out of our culture with picked-up speed, and from many media silos, and I don’t like it.

You remember the 1999 movie “The Talented Mr. Ripley,” from the Patricia Highsmith novel. It was fabulous—mysteries, murders, a sociopath scheming his way among high-class expats on the Italian Riviera. The laid-back glamour of Jude Law, the Grace Kelly-ness of Gwyneth Paltrow, who looks like a Vogue magazine cover decided to take a stroll through the streets of 1950s Venice, the truly brilliant acting of Matt Damon, who is so well-liked by audiences I’m not sure we notice anymore what a great actor he is. The director, Anthony Minghella, deliberately showed you pretty shiny things while taking you on a journey to a heart of darkness.

There’s a new version, a streaming series from Netflix, called “Ripley.” I turned to it eagerly and watched with puzzlement. It is unrelievedly ugly. Grimy, gloomy, grim. Tom Ripley is now charmless, a pale and watchful slug slithering through ancient rooms. He isn’t bright, eager, endearing, only predatory. No one would want to know him! Which makes the story make no sense. Again, Ripley is a sociopath, but few could tell because he seemed so sweet and easy. In the original movie, Philip Seymour Hoffman has an unforgettable turn as a jazz-loving, prep-schooled, in-crowd snob. In this version that character is mirthless, genderless, hidden. No one would want to know him either. Marge, the Paltrow role in the movie, is ponderous and plain, like a lost 1970s hippie, which undercuts a small part of the tragedy: Why is the lovely woman so in love with a careless idler who loves no one?

The ugliness seemed a deliberate artistic decision, as did the air of constant menace, as if we all know life is never nice.

I go to the No. 1 program on Netflix this week, “Baby Reindeer.” People speak highly of it. It’s about a stalker and is based on a true story, but she’s stalking a comic so this might be fun. Oh dear, no. It is again unrelievedly bleak. Life is low, plain and homely. No one is ever nice or kind; all human conversation is opaque and halting; work colleagues are cruel and loud. Everyone is emotionally incapable and dumb. No one laughs except for the morbidly obese stalker, who cackles madly. The only attractive person is the transgender girlfriend, who has a pretty smile and smiles a lot, but cries a lot too and is vengeful.

Good drama always makes you think. I thought: Do I want to continue living?

I go to the Daily Mail website, once my guilty pleasure. High jinks of the rich and famous, randy royals, fast cars and movie stars, models and rock stars caught in the drug bust. It was great! But it seems to have taken a turn and is more about crime, grime, human sadness and degradation—child abuse, mothers drowning their babies, “Man murders family, self.” It is less a portal into life’s mindless, undeserved beauty, than a testimony to its horrors.

I go to the new “Cabaret.” Who doesn’t love “Cabaret”? It is dark, witty, painful, glamorous. The music and lyrics have stood the test of time. The story’s backdrop: The soft decadence of Weimar is being replaced by the hard decadence of Nazism.

It is Kander and Ebb’s masterpiece, revived again and again. And this revival is hideous. It is ugly, bizarre, inartistic, fundamentally stupid. Also obscene but in a purposeless way, without meaning.

I had the distinct feeling the producers take their audience to be distracted dopamine addicts with fractured attention spans and no ability to follow a story. They also seemed to have no faith in the story itself, so they went with endless pyrotechnics. This is “Cabaret” for the empty-headed. Everyone screams. The songs are slowed, because you might need a moment to take it in. Almost everyone on stage is weirdly hunched, like a gargoyle, everyone overacts, and all of it is without art.

On the way in, staffers put stickers on the cameras of your phone, “to protect our intellectual property,” as one said.

It isn’t an easy job to make the widely admired Eddie Redmayne unappealing, but by God they did it. As he’s a producer I guess he did it, too. He takes the stage as the Emcee in a purple leather skirt with a small green cone on his head and appears further on as a clown with a machine gun and a weird goth devil. It is all so childish, so plonkingly empty.

Here is something sad about modern artists: They are held back by a lack of limits.

Bob Fosse, the director of the classic 1972 movie version, got to push against society’s limits and Broadway’s and Hollywood’s prohibitions. He pushed hard against what was pushing him, which caused friction; in the heat of that came art. Directors and writers now have nothing to push against because there are no rules or cultural prohibitions, so there’s no friction, everything is left cold, and the art turns in on itself and becomes merely weird.

Fosse famously loved women. No one loves women in this show. When we meet Sally Bowles, in the kind of dress a little girl might put on a doll, with heavy leather boots and harsh, garish makeup, the character doesn’t flirt, doesn’t seduce or charm. She barks and screams, angrily.

Really it is harrowing. At one point Mr. Redmayne dances with a toilet plunger, and a loaf of Italian bread is inserted and removed from his anal cavity. I mentioned this to my friend, who asked if I saw the dancer in the corner masturbating with a copy of what appeared to be “Mein Kampf.”

That’s what I call intellectual property!

In previous iterations the Kit Kat Club was a hypocrisy-free zone, a place of no boundaries, until the bad guys came and it wasn’t. I’m sure the director and producers met in the planning stage and used words like “breakthrough” and “a ‘Cabaret’ for today,” and “we don’t hide the coming cruelty.” But they do hide it by making everything, beginning to end, lifeless and grotesque. No innocence is traduced because no innocence exists.

How could a show be so frantic and outlandish and still be so tedious? It’s almost an achievement.

And for all that there is something smug about it, as if they’re looking down from some great, unearned height.

I left thinking, as I often do now on seeing something made ugly: This is what purgatory is going to be like. And then, no, this is what hell is going to be like—the cackling stalker, the pale sociopath, Eddie Redmayne dancing with a plunger.

Why does it all bother me?

Because even though it isn’t new, uglification is rising and spreading as an artistic attitude, and it can’t be good for us. Because it speaks of self-hatred, and a society that hates itself, and hates life, won’t last. Because it gives those who are young nothing to love and feel soft about. Because we need beauty to keep our morale up.

Because life isn’t merde, in spite of what our entertainment geniuses say.

 

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