‘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’
Parents are gravitating toward neutral hues that match their minimalist tastes; ‘I don’t think many kids’ favourite colour is beige’
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.
Early indications from several big regional real-estate boards suggest March was overall another down month.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Art can transform more than just walls—it shapes mood, evokes memory, and elevates the everyday. Discover how thoughtfully curated interiors can become living expressions of personal meaning and refined luxury, from sculptural furniture to bespoke murals.
Imagine a hushed hospital corridor, its sterile walls awash in the glow of flickering fluorescent lights. In that unexpected moment, a solitary Monet painting emerged—a luminous tableau of delicate lilies dancing in quiet defiance.
As the clinical austerity yielded to the graceful presence of art, this single work transformed into a vessel of solace and hope amid overwhelming uncertainty.
That moment continues to resonate with me—a vivid reminder that art transcends mere aesthetics to become a profound catalyst for emotional healing and inspiration. It is this transformative experience that fuels my passion as a biophilic interior designer.
I create environments where every element, from bespoke murals to sculptural installations, harnesses art’s power to elevate the human spirit, spark creativity, and enrich lives. Let us journey together into the world of luxurious interiors that define modern elegance.
At its core, art is a daily ritual that renews both mind and spirit. Scientific research consistently confirms that nature-inspired art reduces stress, lowers blood pressure, and kindles creativity.
The simple act of beholding a tranquil landscape or a subtle floral motif transforms your space into a private retreat, offering solace amidst a hectic world.
In my practice, I meticulously select artworks chosen not only for their aesthetic appeal but also for their potent, therapeutic benefits.
Each piece serves as daily inspiration—a quiet invitation to experience calm and well-being. For example, our Hilton project demonstrates how hospitality resorts integrate nature-inspired art not only for its visual impact but also as a medium of healing; here, a collaboration with a local artist produced a masterful installation that functions both as a statement piece and a source of well-being.
Luxury design is profoundly personal. Bespoke art transcends mass-produced décor by capturing your unique story—whether through a custom mural reminiscent of your favourite botanical garden or silk wallpapers that evoke the allure of exotic landscapes.
Each personalised creation turns your walls into a living narrative of cherished memories and distinctive taste. Consider how a thoughtfully designed space can reflect your individuality and elevate your living experience.
Art is not confined to two dimensions. Three-dimensional sculptural works bring vitality to interiors by adding depth, texture, and tactile allure.
Picture a gracefully sculpted piece—a marble table echoing the gentle rhythm of ocean waves or a repurposed bronze branch serving as an elegant room divider.
Such statement sculptures command attention while seamlessly integrating form with function and providing a natural conversation starter in any refined space.
A truly sophisticated home elegantly merges art with architecture. Imagine a residence where bespoke staircases curve with elegance, where hand-carved wooden doors evoke the intricate beauty of nature, and where expansive windows frame breathtaking vistas.
In these spaces, every architectural detail contributes to a cohesive canvas of artistic expression. As you envision your own home, consider how your surroundings can be thoughtfully designed to reflect both beauty and purpose.
In luxury interiors, even the functional becomes exceptional through artful design. Consider a one-of-a-kind, hand-carved pink marble swivel chair—a masterpiece where practicality meets refined craftsmanship.
More than just a piece of furniture, this chair sparks conversation and serves as an emblem of creative innovation and exclusivity.
Let this be a symbol of how every element in your home might reflect your dedication to exquisite artistry.
In an age defined by rapid technological advancement, digital art installations offer a contemporary twist on traditional forms.
High-resolution displays now present dynamic landscapes—a cascade of waterfalls, the quiet majesty of a forest, or a serene digital ocean vista—that adapt and evolve with your environment.
This modern element seamlessly aligns cutting-edge technology with timeless aesthetics, ensuring your space remains as innovative as it is elegant.
Luxury is often revealed in the details: the textures, colours, and fabrics that together create a haven of understated splendour.
Bespoke silk cushions with intricate botanical embroidery, sumptuous velvet throws that evoke tropical charm, and bedding that mirrors the ethereal beauty of cloudscapes all contribute to an atmosphere of refined elegance and comfort.
Every tactile detail is chosen to evoke warmth and stand as a testament to your taste for excellence.
In the realm of luxury, tradition and modernity exist in perfect harmony. Integrating timeless antiques—such as a rare Vladimir Kagan couch or a coveted Hans Wegner chair—with contemporary design creates a dialogue that honours both heritage and innovation.
These storied pieces carry with them a legacy of masterful craftsmanship, adding layers of significance and depth to your living environment. They remind us that true elegance is built upon a foundation of enduring quality.
Ultimately, art is the language through which you express your unique legacy.
Every carefully chosen piece reflects a part of your personal journey, turning your living space into a narrative as emotionally resonant as it is visually stunning.
It imbues your environment with memories, aspirations, and the essence of who you are—a living masterpiece that evolves with time.
Reflect on how these elements might not only beautify your home but also stand as timeless expressions of your personal story.
Now is the moment to immerse yourself fully in the joy of art. Elevate your surroundings and transform your residence into your greatest masterpiece.
Your heart, your legacy, and your space deserve nothing less than extraordinary artistry.
Ozge Fettahlioglu is the founder of Cocoplum | Biophilic Design Studio and Boxareno | Custom Modular Constructions. A wellness and biophilic design leader, she creates bespoke spaces that inspire, heal, and elevate daily living. Ozge is also a board member of Biophilic Cities Australia.
Some carefully chosen accessories can speak volumes in a gentleman’s casual attire.
The late rock star and his wife, model Iman, visited the house after seeing a news story about its unusual design by local architects Shim-Sutcliffe.