I am a sucker for a trend, so much so that the only reason I don’t have a Labubu swinging from my bag is because they are now impossible to get. But, something else has caught my eye.
Butter Yellow.
My Instagram feed has been filled with pale sunshine for the last few months, from activewear to high fashion and from cookware to beauty, I must have it all. I must be covered in butter yellow (and cook from it?).
This trend makes sense, it is of course the perfect colour to straddle both Spring and Summer, you could even stretch to say it’s a good introduction to Autumn colours too. It’s a colour that is soft and palatable – that looks good on everyone.
It adds a luxury feel to products that other colours maybe don’t, and on that note – makes it incredibly easy for brands to tap into the food-as-advertising trend. Picturing cosmetics with a high price tag next to a delicious and accessible pastry, is the hypnotising we all need to buy that lip gloss. Well, it works on me anyway.
But, ‘Pantones colour of the year was Mocha Mousse!’
I hear you say.
You would be correct, so why is this shining buttery colour illuminating our feeds? Is it the Kerry Gold influencer trip starting a new era of buttery love? Or is it simply that the colour butter yellow brings us joy?
According to Sensational Colour: “Yellow is simultaneously the colour of sunshine and caution signs, creativity and cowardice, enlightenment and anxiety.”
And honestly, what better reflection of our current moment? It’s no wonder butter yellow has taken us captive, it captures the tension between optimism and uncertainty that defines so much of today’s world.
The real question is: will this soft, sunny hue carry us all the way to Christmas, or will the mood shift again before then?
Hero image: @WeAreTala
Talor Gilchrist 
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