It’s not your imagination. The yellow fashion  “yellow-yellow grime” is everywhere right now, and we are here for it.

You would have to be colour blind to question whether we are knee-deep in a “yellow-yellow” era. The flashy pastel is popping up on everything:   Clothing, accessories and Bentley convertibles, to name just a few. It’s also an ongoing trend among popular millennial favoured brands.  

While we may all be in a relationship with black, grey and white clothing, sometimes a little pop of colour can go a long way. 

Conveniently, the yellow shade typically ranges in intensity from the flashy fluorescent yellow to a darker tint yellow, existing under every cutesy moniker from ochre to mustard. Less flashy than the classic yellow, mustard and ochre have more neutral tones making them more versatile and chic.

The hue is enjoying a reach and staying power unusual for your average run-of-the-mill colour trend. It has stained every product imaginable (including wigs lol). It has also been embraced by both genders and does not seem to be going anywhere fast.

But how did we step into this yellow-yellow Oz?

Pantone colour of the year 2009

Yellow first caught the trendsetters eye in 2009 when Pantone, fashion’s chief colour measurement system, announced yellow as the Pantone colour of the year. “The colour yellow exemplifies the warmth and nurturing quality of the sun, properties we as humans are naturally drawn to for reassurance,” explained Leatrice Eiseman, executive director of the Pantone Color Institute. For most of us, however, we noticed the pastel in 2018 when large remarkable brands launched products in the colour yellow.

Example, Fila Disruptor II and the Nike Airmax 97.

Just when we thought the colour yellow was already ubiquitous, this past month has solidified its continued omnipresence in the fashion world. With so many designers going yellow, we’ve pretty much considered the colour a must-have.