Stylist revealed the reasons for the popularity of white in the 2026 season

The white color (Cloud Dancer shade) has become the focus of the fashion industry. Fashion expert and stylist Alexandra Levitina told Izvestia about this on June 24.

According to her, if earlier the colors of the year were saturated ruby, lavender or natural shades, now the choice fell on white, which is difficult to call unexpected or extravagant. At the same time, as Levitina noted, white was not the main color accent at the shows of the spring-summer 2026 season. Saturated shades of yellow, orange, and purple were more often the focus of designers' attention. However, white was present in the collections of many leading brands and was used as a basic element for building images.

"White turned out to be so organically integrated into the season that it was no longer perceived as an independent trend. It is present in total white images, colorblocks, and as a base layer for other color solutions," the expert explained.

According to Levitina, the popularity of white is associated not only with fashion trends, but also with broader public sentiment. After several years of instability and constant change, people are increasingly looking for a sense of predictability, calmness and control over their own lives, and the white color reflects this request well.

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The expert also drew attention to the psychological features of the white color. Unlike many other shades, it does not form pronounced associations and allows you to shift the focus from clothes to the person himself.

"White doesn't create an impression so much as it enhances an existing one. Personality, demeanor, and the quality of things come to the fore," the stylist noted.

According to her, the perception of white largely depends on the texture of the fabric. Thus, white linen is associated with rest and relaxation, poplin is associated with a business environment, knitwear is associated with comfort, and silk is traditionally associated with evening looks.

Speaking about the trends of the season, Levitina highlighted several relevant ways to use white. Among them are monochrome images based on a combination of different shades of white, from milky to ivory, as well as a color block in which white helps to balance brighter colors.

In addition, white can act as an accent element. According to the expert, white shoes, a bag or glasses allow you to refresh your wardrobe and integrate the current trend without having to completely change your style or update your entire wardrobe.

Stylist Kristina Palyutkina spoke about the main men's trends of 2026 on June 16. She noted that this year they will combine intelligence, geometry and practicality. One of the most popular trends will be the "nerd-chic" style, based on the image of intelligent negligence. He is characterized by shirts with ties, linen knee-length shorts, loafers, and thick-rimmed glasses.