Colour of the month: Soft yellow

There’s no denying yellow is having something of a moment.

Although traditionally a difficult commercial colour within retail, the course of the summer has seen a serious shift within consumer attitudes, and a move towards adopting all things bright. With WGSN’s soft yellow (11-0710 TCX) forecasted for summer 2018, leading the way

2018 is the year that yellow begins to steals the spotlight from super successful millennial pink. This move has been driven largely by the younger generation, who, as they mature further into the social media landscape, are gradually taking control of visual culture.

Initially emerging as a hero tone on Instagram, it also successfully navigates the fine line between discomfort and familiarity – something that today’s most disruptive trends do so well.

The S/S 2018 catwalks played host to yellow, from softer shades to more vivid, artificial hues – think the yellow tartan trousers Balenciaga, and sheer soft pastel dresses from Preen and Galliano. The new ‘power pastels’ – of which this yellow is a part – possess an almost luminous charge, and have been incorporated as key accents into the collections of Celine, V Files and Issey Miyake, as well as proving influential in fashion week street style looks. The resulting youth- and sports-inspired look is still sophisticated, and offers an accessible route to the near-neons colour movement, and an alternative to an obvious brightness.

Yellows must have status has been cemented by data,  being the fastest growing colour in the US womenswear market this year with sales up 29% YoY

“Yellow has increased its presence across all market levels, holding its highest penetration within trend-led retailers in both the UK and US at over 3.5% of the colour assortment. This is followed by luxury retailers with over 2%”, says Sara Gaspar, Senior Data Analyst at WGSN.

With this growth in mind, look to yellows as a growing colour trend for 2019.

Yellow has been gaining popularity over recent seasons, with this spike set to grow and become an even more important fashion colour as markets become more confident with it in the seasons ahead.

Want to see more of this soft shade? Check out our report. : Colour Intelligence: The Rise of Colour in Retail

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