White is effortlessly easy to wear — it suits any complexion and goes with every colour. It makes your appearance more expressive, brightens the face, and highlights your natural features. This is because white contains every colour of the visible spectrum at once. Our eyes read them as a single white colour rather than as separate hues, so white never clashes with your natural colouring.

What exactly is white?

White is a colour with maximum brightness and absolutely no saturation. 

White is an achromatic colour — it has no hue of its own. Among achromatic colours, white creates the strongest visual impact. It is also the only achromatic colour that works harmoniously with any complexion.

As brightness decreases, white gradually shifts into shades of grey. Along with that, the contrast it creates also diminishes, so the overall visual effect becomes less striking.

Why does white suit everyone?

White can be thought of as the most neutral achromatic colour. Because it has no hue of its own, it barely alters the perception of your natural colouring and never competes with it. That is precisely why white works harmoniously with every color type.

Left to right: bodysuit Top Top; bodysuit Befree; T-shirt Sela

How does white differ from cream and pastel shades?

Cream and pastel shades share white's high brightness, but unlike white they do carry some saturation. This means that even at minimal saturation they retain their own hue — a pale blue stays blue, a soft yellow stays yellow, and so on. That is why these shades continue to interact with your natural colouring and can noticeably influence how it is perceived.

White is a universal alternative to cream and pastel shades. Because it has no hue of its own, it does not compete with your natural colouring and creates a cleaner, more harmonious look overall.

When choosing white, it is worth bearing in mind that the most universally flattering option is not the brightest, most brilliant white, but a white with its brightness very slightly reduced.

Left to right: hoodie MariDeniz; knitted co-ord set Maison David

The slightly reduced brightness of a soft white means it sits more comfortably alongside your natural colour characteristics, which is why it tends to look more harmonious.

Take a colour-type analysis and discover which shades of white will complement your complexion most beautifully.

Go to colour-type analysis