Burgundy! Oxblood! Merlot! 2024's "Rich" Color Trend That Will Be Everywhere

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(Image credit: Tom Ford; Gucci; Hermès; Valentino; Versace)

Just as the bright-red color trend is reaching its peak, designers are already conspiring on its successor. Don't get me wrong—I don't see the red trend going anywhere anytime soon. I've personally invested in it myself, but this past fashion month, designers posed a united front on a new It color that feels like a fresh evolution of the red theme that we're seeing play out on the street style scene. Meet the shade we're calling black cherry, a deep red that ranges from burgundy to oxblood and is just oozing with an aura of wealth, status, and power.

We spotted the new It color all across the spring/summer 2024 collections at brands such as Gucci, Tom Ford, and Hermès, the latter of which showed a runway positively drenched in burgundy. For his debut Gucci collection, the creative director Sabato De Sarno introduced a new signature color to the house which he dubbed Gucci Rosso. The shade of deep black cherry was central to both the runway looks and new branding for the fashion house. It was spotted on trams running through Milan, on Instagram posts, and on billboards. 

Burgundy is a color that represents power and ambition, and we expect nothing less when wearing the hue next spring.

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(Image credit: Launchmetrics Spotlight/Gucci)

Gucci Rosso is a new signature color from the Italian house. Plenty of pieces on its S/S 24 runway featured the hue, especially in glossy patent-leather iterations that look utterly luxurious.

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(Image credit: Launchmetrics Spotlight/Bottega Veneta)

This glossy leather dress at Bottega Veneta proves just how much the color styles itself—little to no effort needed here.

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(Image credit: Launchmetrics Spotlight/Saint Laurent)

Like many other designers this season, Saint Laurent embraced merlot in a full monochromatic ensemble of a utility shirt and trousers.

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(Image credit: Launchmetrics Spotlight/Miu Miu)

Miu Miu's witty layering ideas proved just how well the color plays with other preppy neutrals like cream and navy.

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(Image credit: Launchmetrics Spotlight/Tom Ford)

Tom Ford's approach involved plenty of bold gold jewelry—even a midriff-grazing lariat necklace—that showed just how good the combination of gold and burgundy is.

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(Image credit: Launchmetrics Spotlight/Valentino)

At Valentino, sleek pieces like point-toe flats and top-handle bags were given the cherry treatment.

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(Image credit: Launchmetrics Spotlight/Versace)

Power suiting, meet your power color. Since burgundy represents power and success, it comes as no surprise that it would thrive in a corporate suiting look.

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(Image credit: Launchmetrics Spotlight/Hermès)

Hermès gave a full-stop endorsement to the color by presenting its entire spring collection in the rich hue.

Senior Editor

Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.