Plum Is the New Pink: Why Fashion’s Favorite Feminine Color Is Getting Darker

  Image Courtesy: WWD

For nearly four years, burgundy was my favorite color. Burgundy nails, room décor, accessories; I even ended up at a college whose school colors include garnet. I always found myself returning to that deep red shade. Then sometime this spring, dark plum purple slowly began taking its place. What started as a color I liked quickly made its way into my wardrobe because of how well it matches my skin tone. Soon it appeared on my nails and even throughout my room, eventually becoming my new favorite color. I assumed this was only a personal change until I started seeing that deep purple appear everywhere—from runways to retailers like Garage, Cotton On, and Brandy Melville. I also noticed people who had never shown much interest in darker colors wearing deep plum as though it had been made for them. Suddenly, plum wasn't only taking over my style; it also seemed to be finding its way into everyone else’s. If this shade could transform both my style and theirs, could it be replacing pink as fashion’s favorite feminine color and becoming a shade for every season? 

My sudden interest in plum was not happening in isolation. The color also has been appearing on major runways, showing that its rise goes beyond the stores where my friend and I shop. According to Who What Wear, shades of purple appeared in the spring/summer 2026 collections of brands like Balenciaga, Valentino, Prada, and Celine, while Burberry featured a noticeably deeper plum shade in its fall/winter collection. This transition from brighter purple to a darker, moodier version may explain why plum no longer feels limited to one season. It can feel playful during spring and summer while still appearing chic during fall and winter. 

Image Courtesy: Who What Wear

Although runways may introduce a trend, accessible brands are often what bring it into everyday wardrobes. WWD reported that Garage’s collaboration with Hallie Batchelder included several pieces in a shade named “Perky Plum”. I have also noticed similar dark purple pieces appearing at Aritzia, Cotton On, Princess Polly, and Brandy Melville. These are not distant runway looks; they are clothes that people our age or younger regularly shop. As plum becomes easier to find and style, even people who previously had no interest in purple may begin seeing it as a wearable alternative to familiar shades like pink and burgundy. 

The growing interest in Plum is not only visible on runways and store racks; it is also reflected in what people are searching for online. Good Housekeeping reported that Pinterest named “Plum Noir” one of its predicted colors for 2026, describing it as a deep, moody purple with brown undertones. Searches for “dark plum” and “deep purple” have increased by more than 200 percent. The article also traces fashion’s transition from bright red to maroon and now to a purple-burgundy shade- a shift that closely shows my own move from burgundy to plum. With the color surviving multiple seasons and now reaching everyday shoppers, plum feels less like a temporary trend and more like a shade that is here to stay. 

Part of plum’s appeal may also come from how the color makes people feel. In “The Purple Personality,” The Michigan Daily explores purple as more than a visual preference, connecting the color to personality and personal identity. To me, dark plum feels more mature and confident than softer shades like lilac. It is feminine without feeling overly delicate and bold without being as expected as red. That balance could explain why people who never cared for purple are suddenly drawn to it. Wearing plum can feel like experimenting with a more creative and expressive version of yourself while still choosing a color that is easy to incorporate into an everyday wardrobe. 

Image Courtesy: Brandy Melville

Plum may not completely replace pink, but it is creating space for a different kind of feminine color- one that feels darker, bolder, and more mature. Its appearance across designer runways, affordable clothing brands, and online searches shows that that shade has already grown beyond a single seasonal trend. Plum can be paired with lighter colors in spring, worn as a dramatic statement in fall, and carried into winter through sweaters, coats, and accessories. As someone who only recently fell in love with purple, I understand why the color is changing so many minds. Pink will always have its place in fashion, but this time, plum is no longer waiting in its shadow. 

Strike Out, 

Writer: Maria Toyohama 

Editor: Melany Rodriguez 

Graphic Designer: Lexee Baker

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