Everything You Need To Know About Gen Z Yellow

Move aside millennial pink, there’s a new shade characterising the younger generation – and it’s decidedly less saccharine than its 2017 predecessor. Bright canary yellow is replacing blush, bubblegum and barbie as the under-30s' colour of choice.

The proliferation of the eye-catching hue on the FROW this season is confirmation enough that fashion girls are leaning into the look. But this isn’t just a trend – the rejection and replacement of pink as the poster shade for young women everywhere says a lot about wider social changes. Last year was undeniably the year of the feminist – in the wake of the Harvey Weinstein scandal, the #MeToo movement and the centenary of women’s suffrage, girls the world over broke away from the usual stereotypes to fight for power and equality. Pink’s gender-binary connotations no longer work for 21st century women trying to break the mould. Enter yellow – a change in hue described by the Independent as "synonymous with today’s young ones because studies show they are bolder, braver and more transgressive than their elders’.

Plus, in an age of self-care people are looking to sartorial trends to reflect their mindset: “Because [bright colours] usually aren’t the norm, they will attract attention and usually other people tend to like them and will comment to somebody, ‘Oh, you look great. I love that colour,’” Leslie Harrington, executive director of the Color Association of the United States, told HuffPost in 2017. “That then feeds into this cycle of feeling good about ourselves.”

There’s no denying the fashion appeal either – everyone from Bottega Venetta to Carolina Herrera, Kenzo to Preen, Tod’s to Rochas and Balmain to Tibi showcased the look on the AW18 runway. It may be a notoriously hard look to pull off, but even the fairest of skins can try statement mustard earrings or sunshine-bright slides, whilst more olive skin tones should embrace wrap dresses even leather skirts in the hue. Mood enhancing, fashion-forward and synonymous with youth – what’s not to love?

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