Not Red, Not Baby Blue—Could This Divisive Colour Trend Really Be 2026’s Favourite?

I’ve worked in fashion for nearly a decade now, so I’m well acquainted with the ebb and flow of trends, and I honestly believed that there was very little that could truly shock me anymore, but I was mistaken. No, I wasn't taken aback by an impractical runway look or a long-forgotten silhouette—instead, it’s a divisive colour trend that's completely caught me off guard.

Proof to always leave room for the odd surprise, this week, Jennifer Lawrence and Zoë Kravitz signalled a shift away from the ubiquitous red accessory, opting instead for something far more surprising: purple scarves.

Zoë Kravitz styled hers slung around her neck, layered over a dark khaki trench coat, whilst Jennifer Lawrence followed suit, weaving the same rich purple tone into her off-duty ensemble—pairing it with a puffer jacket, grey wide-leg trousers and Uggs.

Long dismissed as fashion’s least-loved colour, purple has historically been one many steer clear of. Perhaps it’s the weight of its associations: royal purple school uniforms endured throughout childhood, the unmistakable Cadbury’s branding, or its enduring links to Queen Elizabeth II. Whatever the reason, it’s a hue that has rarely felt fresh.

But if these celebrity sightings are anything to go by, purple may well be on the cusp of becoming the season’s most unlikely breakout shade. And if your interest is piqued as much as mine, read on to discover and shop the best purple scarves to recreate Zoë and Jennifer’s looks below.

Shop Purple Scarves:

Style this over a khaki trend to get Zoë's look.

Acne Studios

Purple Fringe Wool Skinny Scarf

Acne Studio's scarves are a fashion person's favourites.

ASOS DESIGN

Fluffy Knitted Scarf

A thick knitted scarf is a mid-winter non-negotiable.

Pleats Please Issey Miyake

Madame-T November Stole Purple

This also comes in pink, red and green.

Uniqlo

Soufflé Yarn Chunky Stole

The treated yarn traps air for lasting warmth.

Ralph Lauren

Cashmere-Pashmina Scarf

The virgin wool composition ensures a snug finish.