Mauvin' on Up

WHAT'S IN Have you noticed the purple haze enveloping stores of late? Fashion has gone plum crazy for the color once worn only by the rich or royal. That's because back in the day, purple pigment was the most difficult dye to produce. Though easier to come by, today's marvelous mauve shades are no less sumptuous, proving irresistible on designer styles like taffeta skirts at Ralph Lauren, slinky dresses at Gucci, and lush separates at Armani. Aubergine jackets give men a sophisticated alternative to black, with lavender a chic color choice for dress shirts and accent scarves. Even the cosmetic industry has grape expectations this fall, offering a spectrum of violet hues in lipsticks, eye shadows, and nail polish.

HOW TO WEAR IT Purple clothes and accessories play well with other colors, looking dramatic with black or red, moneyed with gray or navy, inventive with brown or gold, and unexpected with khaki or white.

BENETTON FOR MEN Copley Place, Boston, 617-437-7745, www.benetton.com
EMPORIO ARMANI 210 Newbury Street, Boston, 617-262-7300, emporioarmani.com