It happens at least a million times a day: You’re mindlessly scrolling through Instagram, and in between all of the meme accounts and random videos that pop up, you’re confronted with yet another mom’s picture-perfect snapshot. It’s supposed to be a small glimpse into her “relatable” home life, but there’s something about it that seems so … blah. Neutral. Sterilized. That’s because everything in the photo has been carefully curated to fit into some kind of unachievable oatmeal-and-cream color scheme — or what Hayley DeRoche has dubbed the “sad beige” aesthetic that’s all over social media.
It all started as an innocent joke
DeRoche — a writer, librarian, and mom of two — started pointing out the bizarre trend on TikTok earlier this year, and to her surprise, it took off in a major way. Now she has a whole TikTok account devoted to the “Sad Beige Phenomenon,” and more than 191,000 followers who find it absolutely hysterical.
@sadbeige They tötally are y/y #sadbeigetoys #sadbeigechildren #ryleeandcru #momsoftiktok #aesthetic #myaesthetic #fallfashion #tiktokmemes #satirecomedy ♬ Swan Lake – Various Artists
It's not just an influencer mom thing, either
In fact, many of DeRoche’s videos feature various marketing ads that are specifically targeted to parents and epitomize the Sad Beige look.
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Sometimes, they show children modeling khaki-colored rompers with matching bonnets and equally muted expressions. There is not a primary color to be seen anywhere in the frame — not in their outfits, not in the background, and not even in the toys they’re playing with.
@sadbeige Use code ✨FÜTILITY✨ for 10% off!! #sadbeigechildren #satire #satirecomedy #viral #meme #momtok #crunchymom #etsyfinds #fyp #foryou #farmhousedecor #raedunn #funny #ennui #pumpkinspice ♬ Sad piano ballad (moist / BGM)(936730) – TrickSTAR MUSIC
DeRoche narrates each video herself
As she talks, she impersonates the droll voice of filmmaker Werner Herzog, just to add an extra dose or two of sadness (and hilarity) to the video.
“Welcome to Werner Herzog’s new line of chuldrun’s clothing,” DeRoche begins, using her best faux-German accent. “Sad beige clothes for sad beige chuldrun.”
@sadbeige More free advertisïng for this brand honestly they should be paying me more ((than nöthing)) #sadbeigetoys #sadbeigechildren #fallfashion #fallvibes #satirecomedy #parody #wernerherzog #fakecommercial #shopwithme #povertycheck #richpeoplebelike #farmlife #farmersdaughter #farmersoftiktok #momsoftiktok #aesthetic #kidfashion #kidfashiontrends #fashionreview #memestiktok #fyp #foryou #crunchymom #richpeople #luxurylifestyle #helpmeimpoor ♬ Amerigo – Werner Herzog
In one clip, she scrolls through the website of an organic kids’ clothing brand known as The Simple Folk, and can’t help but comment on the lack of smiles, color, and over melancholy feel to … well, everything.
The collection features an array of “sad beige clothes” that are pretty pricey, considering that they’re marketed as “casual” kids clothing. In fact, many of the items she features appeal to minimalist parents who want sustainable clothing.
The only catch? They also have some jaw-dropping price tags.
“Here we see the farmer’s child framed by the ramshackle poverty of rural life in their $66 velvet trousers, as is traditional,” jokes DeRoche in one video.
@sadbeige Replying to @somewhatwhelmed #itcoststhatmuch #sadbeigechildren ♬ original sound – misc mashups
In this world, even the toys are sad and beige
Apparently, these kids have never seen Paw Patrol or Frozen or Trolls. Their playrooms aren’t littered with Lego bricks and brightly colored Magnatiles just waiting to be stepped on.
Instead, they play with plain wooden blocks and snuggle mushroom-colored stuffed animals with somber faces. There is nothing that shows even a hint of color (or happiness).
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“Sad beige is when your aesthetic is marketed in such a way that it views childhood as a somber experience and that dressing your children this way or creating this environment will create a calm environment full of little scholars who want nothing more than to just, like, listen to Mozart quietly in their beige room and play quietly with their one wooden toy,” DeRoche recently told Yahoo Life.
“And they will come up to you and they will quote Proust at breakfast time over their oatmeal and you will be like, ‘Oh, Sebastian, I’m so glad you finally finished your Proust,'” she quipped. “The marketing is really what the joke is about, because I have yet to see a child in real life act at any point like the children in these beige neutral ads.”
To be fair, there *is* a market for the "Sad Beige" trend
(Or at least, there must be, considering how many clothing brands and influencer accounts are all about it.)
For those who love it, the style aesthetic is considered cozy, earthy, and versatile. But for those who are totally over it? It’s not only boring, it’s also not what real kids in the real world really want to wear.
A lot of parents on TikTok tend to agree
“My daughter could LOOK at the $118 blouse and it’d be immediately stained,” a mom commented on one of DeRoche’s posts.
“How do they sell anything????” added another.
“I’m dead,” wrote someone else. “I can’t believe you keep finding content to make these, but I’m glad you do!”
@sadbeige Replying to @trashcan_werewolf this made me laugh so hard you have no idea ( @colbertlateshow call me next time obviously ) #wernerherzog #colbert #duelofthefates #OverwatchMe #andGO #womenincomedy ♬ Duel of the Fates – Epic Version – Samuel Kim
At the end of the day, DeRoche says it’s not that she takes issue with people’s personal styles. She just doesn’t get why so many brands are marketing such high-priced children’s items to parents and making them seem aspirational.
“We’ve conflated this aesthetic with being, like, the best thing for children,” DeRoche told Yahoo.
In fact, many people have hit back in the comments section, defending their love of the monochromatic look.
“The way people get almost religious about it with me — they’re like, ‘This is the best thing for children,'” she shared. “It’s particularly interesting to me because I feel like it’s trickled down from the higher class, the way fashion does. And so to have the quote-unquote ‘best thing for children’ coincidentally be an expensive thing … I reject that just on principle.”
“People across all cultures raise their children in wildly different aesthetic environments,” she added. “And as far as I can tell, everyone’s raising very good babies.”
Amen.
