Gen Z Yellow: Will Young People Embrace The New ‘It’ Color? | Fashion

nonstagram-famous skin care packages, designer runways and red carpet dresses have moved on from millennial pink, a color that appeals to “lady bosses” in the late 2010s. Instead, prepare a yellow path for Gen Z. But can a generation known for its fractured individualism really unite behind the color of caution tape?

Gen Z Yellow is similar to one of Panathon’s colors of the year for 2021, “Illumination”, brighter and a canary size intended to herald the post-pandemic days. So in spring 2023, runways like Alexander McQueen and Moschino presented the color. (Although the story of Gen Z Yellow dates back to 2017, writer Haley Nahman wrote it in an essay on the now-defunct blog Man Repeller.)

Two men in bright yellow jackets and sunglasses with bright orange frames
Mohamed Hadban and Humaid Hadban wear yellow Loewe jackets at Paris Fashion Week. Photograph: Claudio Lavenia / Getty Images

Still, you won’t find Gen Z yellow creeping into every design aspect the way millennial pink did. He was accused of being “brave” in the shade, as the fashion business boldly put it. Millennium Rose has won admirers for its calming nature; His successor is not easy on the eyes. Gen Z’s “individual views” do no favors to the color of his name; Young people prefer to develop their own unique style and not follow trends.

Véronique Hyland is Elle magazine’s fashion features director and author of The Dress Code: Fashion from New Look to Millennial Rose. She was also the first person to put on a pink face for “Millennium” in the 2016 Cut – something she now regrets. She’s not buying the idea that yellow is Gen Z’s official color — or that young people need any official color.

“It feels like a manufactured marketing thing to me,” Hyland told the Guardian. Of course, the same can be said for the Millennium Rose, although Hyland claims that the color was in the ether. before Brands have picked up on it. “I think there’s been a push for different Gen Z colors to happen — à la ‘fetch’ from Mean Girls — I’ve been seeing since at least 2017, but it hasn’t reached the same level everywhere,” she says.

Millennial Rose flourished in one sense because its namesake generation wanted to fit in; Hyland doesn’t think Gen Z has the same interests. “Millennials in the 2010s are trying to adapt to the existing culture, and Gen Z is more willing to question the existing culture,” she said. “Even if you look at their response to the climate crisis, there is a sense of urgency and they need to make themselves heard without fear.”

Martin Kesselman, an interior designer and owner of the high-end New York paint shop Incolor, says he still gets questions about Millennial Rose all the time, even seven years after its peak. “This will give it more attention than the Gen Z yellow does and it will translate to the interior,” he said. “This isn’t the first time I’ve heard of yellow, but it doesn’t come up much in conversation.”

Beyonce in bright yellow
Beyoncé will perform in Dubai this month. Photograph: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royale

Read about Gen Z’s yellow, and you’re bound to learn a few tropes: The color represents hope and optimism, two emotions that young people tend to despair of in a surreal reality. “It inspires excitement, creativity and stimulation,” Kesselman said.

For Peggy Van Allen, designer and president of the trade association’s color marketing group, this gives branding professionals a chance to tailor their products to customers’ sensibilities. “The younger generation is drawn to yellow because it has expressive and hopeful qualities,” she said. “Marketers can use color to reach consumers who want to.”

But you’re also talking to a consumer who knows all these production methods. If Gen Z feels too compelled by yellow, the target demographic may just turn away. “As older generations see this popularity and use the color more, Gen Z will be more saturated with yellow,” says Nick Kolenda, who studies marketing psychology. “So now Gen Z may need to explore new uncharted territory as they seek to find their own shadow.”

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