News just in on the fashion wires - Gen Z yellow is the new Millennial pink
Until a few years ago, pink was a fashion outlaw - a colour only to be found on Peppa Pig, the nappy-wearing fans of Peppa Pig, and fat-tie gibberish-speaking contestants on The Apprentice.
But then something truly unexpected happened; pink was rehabilitated, adopted by so-called Millennials, and within the blink of an eye it was the colour du jour for everything from clothes to homeware.
Suddenly it was cute-yet-knowing, girly-yet-tough; basically, it was peak Millennial.
Lifestyle brands like Oliver Bonas went HARD on it (even painting one of their stores in the candy-coloured shade), big brands including Gucci, Céline, Balenciaga created Millennial pink pieces for people with super-sized bank balances, and Sketch's pink velvet dining room became London's most Instagram-worthy dining spot.
But as we all know, fashion is a fickle thing, and just as soon as we'd filled our lives with all things pink, a new must-have colour arrived on the scene.
Yes, now it's yellows turn to have a fashion makeover.
Although it's hard to pinpoint exactly when yellow's fortunes began to change, a major turning point has to be when Beyoncé wore THAT marigold Roberto Cavalli dress to wreak havoc in her video for Hold Up.
Pre-Hold Up yellow was twee village fetes, fugly bridesmaid dresses and school dinner sponge with lumpy custard.
Post-Hold Up it was sexy and badass, and everyone wanted in.
Explaining why she's championing yellow, Alexandra Cipriani - the designer behind hot new streetwear brand Arcminute’, whose first collection heavily features the shade - told us: "The inspiration for the yellow in our latest collection came from my childhood in Ghana. Yellow is one of the colours on the Ghanaian flag and represents the gold and wealth of the country, so I really wanted to represent that.
"We always aim to have a bright pop of colour in our collections. A lot of commercial menswear brands seem to shy away from sunny shades, so I want to change that."
Chances are you won't currently have much yellow in your wardrobe. That's hardly surprising, as the colour has traditionally been thought of as being quite tricky to carry off.
But that's exactly why it's so fitting that it's Gen Z's signature shade, because this really isn't a generation that runs away from a challenge.
So what are you waiting for? It's time to dress like the sunny outlook you wish you had...
SHOP THE LOOK ON SHS...
Arcminute’, Solar Kagoule in yellow, £65
