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From Quiet Luxury to the Sad Beige Baby, When Will ‘Beigification’ End?
The article explores the pervasive trend of 'beigification' across various aspects of modern life, including fashion, home decor, and even baby products. The author reflects on this phenomenon, drawing parallels to personal experiences from adolescence to impending parenthood. Initially, the author recalls a youthful aversion to neutral colors, contrasting it with a present-day reality where beige and off-white dominate aspirational content on social media and fashion advertisements promoting 'quiet luxury.'
Beigification is presented not as a new trend but as a natural evolution of earlier design movements, such as late 2010s Scandinavian decor and the widespread use of gray wood flooring. The article suggests that the current beige saturation emerged as a way to 'warm up' the previously gray-dominated interiors that were prevalent before the COVID-19 pandemic. Furthermore, it is posited that the adoption of beige and other earthy neutrals serves as a subtle indicator of wealth during economic uncertainty and provides a sense of comfort and coziness in a turbulent world. The author admits a personal struggle against the allure of beigification, particularly concerning choices for an upcoming child, such as opting for beechwood blocks and cream onesies over vibrant, plastic items. This choice is framed as a potentially delusional coping mechanism for dealing with significant life changes.
The article delves into broader societal implications, questioning whether the beigification of the 2020s is a symptom of late-stage capitalism or a collective attempt to mask despair. The author expresses concern for collective sanity due to the lack of vibrancy and fun, while also acknowledging the practical appeal of beige for its easy likeability. Although not advocating for a return to past extreme trends like Y2K aesthetics or 2000s Tuscan decor, the author hopes for a shift towards more exuberant colors. The article concludes with a note of optimism, suggesting that trends are cyclical and that younger generations, like Gen Z, with their appreciation for 'chaos and clutter,' might eventually usher in a more colorful era, moving away from what is metaphorically described as 'Straight Jacket Cream' to 'Obnoxious Orange.' The author also playfully notes that babies, regardless of their parents' beige preferences, will ultimately develop their own tastes.
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