Breadcrumbs [Fashion](/fashion) / 09 April 2018 # 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. [ Save To My Favourites ](/user/login?destination=/markdownify/node/15698) 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*](http://www.independent.co.uk/news/business/news/generation-z-promotion-first-job-6-months-expect-18-to-23-year-olds-powwownow-a7999136.html) 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](https://www.huffingtonpost.com/entry/bright-colors-beat-the-winter-blues_us_5a0f1373e4b0e97dffed0723). “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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