This Unexpected Color Is Really Winning Summer

A few years ago we couldn’t escape the grips of millennial pink (actually we still can’t shake its grasp), but there’s a new color on the scene that’s really winning the season in all its glory. You may have heard of it as Gen-Z yellow, or stick of butter, but it’s a quieter and more subdued take on the eternally optimistic shade of yellow. Paler than something like saffron or neon, this type of yellow is a more wearable foray into the world of non-neutrals if you’re looking to dip your feet into color. 

Lately, my Instagram feed has been flooding with the hue, and might I say I’m also won over. Bottega Veneta recently incorporated the shade into its palette for the brand’s current collection (and just about anything Bottega Veneta does right now is instantly embraced by the fashion set, so there’s your endorsement). Lucky for you, shelling out big bucks for designer accessories isn’t the only way to get in on one of the season’s trending colors, so I’m outlining all the ways to wear Gen-Z yellow for slightly less. Keep scrolling to see how the fashion crowd is wearing the shade and shop the key pieces. 

Perhaps the easiest way to noncommittally try out the shade is through your swimwear. Trust us though, it won’t be long before it becomes a color you wear on repeat.

Count us fans of wearing typical indoor clothes, outdoors—a shimmering silky pajama set can work as a casual fit for relaxed weekends.

Grey check is boring, but yellow check is a whole other story. 

From Coperni to Balenciaga, all eyes are untraditional suiting with exaggerated details and interesting silhouettes. This one combines a cropped blazer with a gorgeous shade of pale yellow—we approve.

With yellow coordinating pieces, outfits just hit different.

Acne Studios also pushed the Gen Z yellow agenda hard this season. Case in point, this quirky sheer ruched skirt, and key hole leggings.

Are LBDs making way for LBYs? Don’t say we didn’t warn you.

Feeling extra experimental? Mixing a more subtle shade of yellow with a punchier version creates a nice contrast we can’t help but smile at.

Next up: From Dresses to Décor, Here’s How To Throw A Stylish Summer Garden Party