Maillard Style

Maillard Style
Decade of origin	2020s
Location of origin	China
Key motifs	Leather, fur, experimenting with shades and textures
Key colours	Brown, caramel, orange, burgundy, shades of red
Related aesthetics	Autumn Dark Academia Dopamine Grandparentcore Grocery Girl Fall Japandi Lulicore Old Money

The Maillard Style (美拉德) is a fashion microtrend originating from China. Popularized in the overseas internet during the autumn of 2023-2024, it consists of creating monochrome outfits and matching accessories in various shades of brown. It is inspired by the "maillard reaction," the process wherein the color of raw steak changes during the gradual process of cooking. The aesthetic draws on elements of Old Money or "Quiet Luxury," contrasting with Dopamine Dressing, popularized during the summer, which uses vibrant colours.

History

Steak changing colour.

The Maillard style is a recent fashion trend that originated in China and quickly spread across social media. The trend draws its name from the Maillard reaction, a chemical process first described by French chemist Louis Camille Maillard in 1912. This reaction, really well-known in European and other Western cuisines, causes the browning of food when amino acids and reducing sugars react under heat, such as when searing meat or baking bread.

The Maillard style turns this chemical reaction into an aesthetic by focusing on a color palette of different brown hues, as well as shades of other warm colours such as red, orange, golden, caramel, and burgundy. Just as the Maillard reaction creates a spectrum of browns in food, the fashion trend encourages the combination of various shades like tan, reddish-brown, and warm yellow-browns. These brown tones are often paired with complementary colors like khaki or off-white.

Emerging as a contrast to the vibrant "dopamine dressing" trend popularized in the summer of 2023, the Maillard style is a more subdued and autumnal aesthetic, practical for everyday wear. The use of earthy browns evokes feelings of warmth and comfort, mirroring the color palette of the fall season. The trend was popularized through Chinese social media users who shared their Maillard-inspired outfits, eventually inspiring Western influencers to adopt similar styles.

Fashion

The Maillard fashion trend originated in China in 2023, drawing its name from the Maillard reaction, a chemical process that browns food during cooking. The most defining feature of this aesthetic is a color palette centered on various shades of brown. Tan, reddish-brown, and warm yellow-browns are commonly used, sometimes combined with khaki or off-white accents. Outfits also experiment with different textures such as fur and leather, sometimes ironically combined to make them look delicious, just like steak.

Maillard fashion was popularized on Chinese social media platforms like Douyin and Xiaohongshu, where the hashtag #MaillardStyle garnered billions of views. The trend also drew attention from luxury brands, with Max Mara collaborating with Chinese bakery chain Butterful & Creamorous on a co-branded product drop featuring brown packaging. Maybelline also launched a Maillard-themed campaign in Shanghai, promoting a new latte-shade lipstick.

The shift from the colorful and bright Dopamine aesthetic was partially influenced by economic factors, including a slowing economy and rising youth unemployment, which contributed to a growing preference for a more timeless styles inspired by heritage.

The trend shares many similarities with the Western equivalent of the "Quiet Luxury" aesthetic, but it also incorporates distinct elements of Chinese culture and heritage. It draws inspiration from Chinese old money aesthetics, which emphasize traditional Chinese garments and fabrics like satin brocade and gambiered canton gauze.

Makeup

Maillard Makeup 🍗 Soft Smokey Bronzy Look for Fall by 高与菲

Maillard makeup is smokey and experiments with various shades of brown and warm colours. The base makeup utilizes a dewy foundation for a natural finish. Eyebrows are styled to appear natural and full, often with the aid of brow gel. Eyeshadows in muted browns, coffee colors, and warm terracottas are applied to the eyelids. Matte finishes are preferred, with shimmer used minimally. Blush application is subtle, using low-saturation earthy tones. Lip color choices include nude browns and chocolate hues, applied with a blurred upper lip line.

Contouring and highlighting are important aspects of the look. Contour shades within the same color family as the blush are applied to areas like the jawline and temples, while highlighter is used on the cheekbones and nose bridge. Setting powder is used to complete the look and ensure it lasts. Application techniques vary depending on skin type, with oily skin requiring more powder in the T-zone and dry skin benefiting from a pressing application technique.

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