TikTok’s ‘unexpected blue theory’ is taking over fashion and beauty
Make way for the Unexpected Blue Theory.
I’m sure you’ve all heard of the ‘Unexpected Red Theory’ first coined by Brooklyn-based interior designer Taylor Migliazzo Simon and became popular on TikTok earlier this year. It states that incorporating a dash of red into a space instantly elevates it, especially against the Scandi-style minimalism that has washed over interior design in recent years.
Now, red has given way to cobalt blue as interior designers began sprinkling pops of the punchy hue around the room, be it on walls, tiles or paintings. Since then TikTokers have adopted the new colour theory for fashion too, some throwing on a striking blue scarf on an otherwise muted look, others opting for smaller accessories like beanies and socks.
Edward Berthelot/Getty Images
Edward Berthelot/Getty Images
Like its predecessor, this blue is not just the shy navy or baby blue hue content to blend into an outfit. It’s an electric blue aimed to draw attention and centre a room or outfit. It makes sense that the fiery, tomato-red of spring has now turned to blue as we enter the cooler months. We love that the new hue feels more, well, demure than its counterpart, which perhaps makes it even more palatable to those who are a little colour-shy.
On the runways, we’ve seen brands like Emporio Armani, Lutz Huelle and Chet Lo embrace it in their styling, often pairing a hint of the colour with black or brown, highlighting the key to nailing this trend—keep the rest of your outfit monochrome to allow the ultramarine hue to pop.
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Below, shop some pieces we’ve curated to test the “Unexpected Blue Theory” for yourselves.
The Unexpected Blue Theory is also having a moment in beauty circles, with a sharp flick of cobolt eyeliner or a slash of midnight blue shadow across the lid being the easiest ways to spotlight the trend.
To that end, Hermès has just launched its Trait D’Hermès Eye Pencils, a painterly set of eyeliners with several blue options, whether you’re looking for a pop art hue (76 Bleu Outremer) or a smouldering alternative to a steely smoky eye (78 Bleu Encre).
A less precise option is a shadow liner, which you can simply squiggle over your lid any which way. Try the Victoria Beckham Eye Wear Longwear Shadow Stick in Cornflower, which glides on like butter despite being long wearing.
Likewise, Dior’s iconic 5 Coleurs Couture Eyeshadow Palette in Denim can be worn alone or blended together for a customised blue hue. While those leaning into the ’80s redux will love the Maybelline Lash Sensational Sky High Mascara in Blue Mist as their entry point into the Unexpected Blue Theory.
