There Are Strong Indications That the Rich Color Trend to Dethrone Chocolate Brown Is Here

Shop it in the form of shoes, skirts, jackets, and more.

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Rosie Huntington-Whiteley wearing a cognac leather jacket.
(Image credit: Backgrid)
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Chocolate brown has become so ingrained in our lives (well, our fashion-related lives) that I hardly remember a time when it wasn't a trend. Let's face it. It's been a thing for awhile, and if you're itching for a new color trend, I get it. If you're looking for the new chocolate brown, I'm guessing that you appreciate how versatile chocolate-hued pieces are and how expensive the color looks. Luckily, the up-and-coming rich color trend for 2026 is equally as versatile and expensive looking.

How do I know the color I'm referring to is destined to be the next major color trend? Well, for starters, I keep seeing it among the new arrivals at my go-to retailers. Also, three very chic celebrities just wore it—Rosie Huntington-Whiteley, Kate Middleton, and Elsa Hosk. Yes, Huntington-Whiteley, Middleton, and Hosk all wore cognac-colored pieces within days of each other. Cognac can best be described as that elegant rusty brown between camel and chocolate brown. Huntington-Whiteley wore it in the form of a Nour Hammour leather jacket, Middleton via cognac pants, and Hosk with a The Row suede Margaux bag. (Hosk was also photographed wearing a pair of cognac heels a couple of months ago.)

This is a strong indication that cognac is on a mission to dethrone chocolate brown. Keep scrolling to see the It-girl proof and shop some of my favorite cognac-colored pieces.

It Girls Wearing the Color Trend

Rosie Huntington-Whiteley wearing a cognac leather jacket and black pants.

(Image credit: Backgrid)

On Rosie Huntington-Whiteley: Nour Hammour Briar Cropped Bomber Jacket ($1470)

Kate Middleton wearing a tan blazer and cognac pants.

(Image credit: Mancpicss66/Backgrid)

On Kate Middleton: Holland Cooper blazer; Jigsaw pants; Emmy London shoes

Elsa Hosk wearing a cognac The Row bag.

(Image credit: @hoskelsa)

On Elsa Hosk: Helsa Suede Trench Coat ($1698); The Row bag

Shop Chic Cognac Pieces

Allyson Payer
Allyson Payer
Senior Editor

Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater arts. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.