Sleek and discreet: that’s how the jet set likes it.

Off whites and creams are out, as are bright colors and splashy branding. The “it” color for private jets these days?  Mattherhorn, named for a snowy peak in the Alps.

“Matterhorn is the new white,” says Viv Diprose,  the head of communications for PrivateFly, a company that charters private jets. She says not only are brand-new jets getting the Matterhorn treatment, people who own older jets are refurbishing them with this “icy white color.”

A closeup of the Matterhorn white paint color.(PrivateFly)

“Matterhorn white is a soft white that — when applied properly — seems a mile deep. It will remind you of a snowy morning,”  says Daniel Hirschhorn, the managing director of Luxury Aircraft Solutions.  Lest you not have a friend with a private jet who can show you the shade, Hirschhorn says it’s similar to a glossy new iPhone. And it’s not to be confused with its cousin “Snow White,” which is “less popular,” says Diprose.

Jet owners are going full Matterhorn in a bid to blend in: “Post financial crisis, people have a tendency to be less high profile with their jets,” says Eric Zipkin, founder of private jet company Tradewind Aviation.  Owners want to fly under the radar and don’t necessarily want people “poking around in their business,” he says.

But understated doesn’t mean cheap. Giving your old Cessna the full Matterhorn treatment might cost you roughly $100,000, doing it for a large Gulfstream $350,000, says Robert Seidel, the CEO of Alerion Aviation, an aircraft services company. Some experts say it can cost less, but even lowball estimates come in at at least $25,000 for a small jet.

A subtle grey interior. (PrivateFly courtesy of Gulfstream)

As for stripes, pink and gold are out, experts say. “People like deep red or dark blue or silver. The accent colors tend to be that,” says Diprose. And interiors tend to be understated too, with shades of grey being particularly popular, she adds.

Of course, there are major exceptions. President Donald Trump’s jet has his name in large letters across the side and features 24-carat gold plated seat belt buckles, and Saudi Arabia’s Prince Al Waleed’s $500 million “flying palace” reportedly includes an elevator and a see-through part of the floor so you can view the countryside down below.