Forget the ‘Tomato’ red hues, it’s time to bask in the warm glow of butter yellows this season. In line with last year’s aesthetic, the ‘Butter Girls’ colour is trending BIG time due to its warm, inviting, and cheerful nature. Major fashion houses and designers often set the tone for seasonal trends. Renowned houses like Jacquemus, Prada and Bottega Veneta have woven this mellow hue into their latest collection. This year the trend is all about life in the city with warm colours. Butter yellow with its delicate balance between pastel and vibrant yellow, exudes a sense of cosiness and cheer. This shade is reminiscent of sunlit mornings, the creamy richness of butter, beautiful yellow flowers, and the flavours of an egg Benedict! A buttery hue that is irresistible, versatile and universally appealing. A colour that whispers, not shouts, and yet makes its presence visible and soothing.
According to Google and Pinterest searches, the colour yellow grew by 98% from last month. NYC creative, Alexandra Joy (@allthingsfvshion) says, “I believe the main catalyst for butter yellow being the colour of the season is because it has appeared on several runways like 3.1 Phillip Lim’s and Sandy Liang’s for SS24. It has led to celebrities wearing it for editorial shoots, has gained momentum on TikTok, and has been incorporated more in streetwear. Additionally, butter yellow evokes a positive feeling which gives people confidence, and draws more people to it.”
Warm Greetings
From flowing summer dresses to tailored blazers and casual loungewear. The appeal of butter yellow extends beyond the realm of fashion. Interior designers and home decor enthusiasts have been quick to adopt this warm hue, recognizing its potential to transform living spaces. The rise of butter yellow can also be attributed to the psychological impact of colour. Yellow is often associated with happiness, positivity, and energy. In times of uncertainty and change, such as the current global climate, people gravitate towards colours that evoke a sense of hope and comfort. Butter yellow, with its soft, creamy tone, manages to strike the perfect balance between invigorating and calming.
No Tomatoes Pls
The “Tomato Girl” trend of last year was a fashion and lifestyle aesthetic that emphasised the Mediterranean, coastal vibe. It drew inspiration from summer vacations in Southern Europe, particularly Italy. This aesthetic often featured elements like linen fabrics, flowy dresses, straw hats, basket bags with the colour palette being warm tones of reds, oranges and earthy neutrals. The main rage last year was living by the beach, wearing sun dresses, sipping Bianco Martíni and sun-kissed makeup. The “Tomato Girl” colour was characterised by its romantic, carefree and nostalgic feel. It catered to a niche group of people. Hence, was labelled as ‘micro trends.’
Little Sunshine
Celebrities and influencers are the reason behind the ‘buttery yellow spread.’ From Sabrina Carpenter to Hailey Rhode Bieber to Emily Ratajkowski, celebrities like these have made the colour 10 times more popular. The popularity of butter yellow is the worldwide appeal and contemporary need for cosiness and optimism in society. The colour reminds us of small joys and little sunshine in our lives!
