Google has shipped much wanted dark mode to Chrome 74, some liked it and some don’t. Users who haven’t liked it, now want to turn it off only in Chrome, but not on Windows 10, they want the dark mode to be available for other apps, is that possible? Yes.

Disable dark mode in Google Chrome only, but not for Windows 10
1. Right click on Chrome shortcut on the desktop and select Properties
2. In the target field, after chrome.exe. give space and add the following switch
--disable-features=DarkMode

3. If you’ve pinned Chrome to the taskbar on Windows, remove it and re-pin the latest one that contains the command line switch.
4. Now Click on Start > Settings > Personalization > Colors
5. Change app mode to “dark,” and launch Chrome to see it is not going dark. Other apps such as Firefox, File Explorer will continue to respect theme settings in Windows 10 and remain in dark mode, but not Chrome, hope that helps.
We ran Chrome 74 stable with the above switch when app mode in personalization settings set to dark in Windows 10 and Chrome stayed on default or light theme without going dark. Do note the method may not work for long. [Thanks Soman for the tip, Via [leo and reddit].
This no longer works after update 75. They blocked this from working for whatever reason. Now, the only way is to uninstall it, reinstall update 75 and block Chrome from updating.