Sep 14, 2018 | By WGSN Insider
Aug 23, 2018
The final installment in our S/S 2020 key colours, WGSN and Coloro reveal the sun-soaked and nostalgic Mellow Yellow. An upbeat, playful revise to the popular 1970’s mustard tone we’ve seen gain traction in recent seasons across both womenswear and menswear styles.
The move towards all things yellow has been largely driven by the younger generation and been dubbed the next Millennial Pink. With links to Gen Z’s well-loved brands such as Snapchat, Bumble and Mcdonald’s the colour has been picked up by many style influencers. Think Beyonce’s infamous ‘Hold Up’ dress or Gen Z photographer Petra Collins shoot with Selena Gomez. Not restricted to one shade, varying nuances are being explored from light buttercup to imperial mustard, to our grounded mellow yellow hue.
Known as the strongest colour psychologically, yellow is the lightest colour and the first hue the human eye notices – this explains why it is often used to caution us or grab our attention. It is dubbed a joyous, radiant and optimistic colour. It stimulates mental activity, creativity and generates muscle energy as its deep, rich tones tap into the emotional response by simulating the effect of sunset/ sunrise.
However, when used in wrong shade yellow can plunge you into the pits of despair and appear quite oppressive. Yellow straddles that fine line between familiarity and discomfort making it an ever exciting and unpredictable hue.
Mellow Yellow is upbeat and substantial enough to work from beginning to end of the season. Versatile enough to work across most product categories, especially womenswear and menswear cut-and-sew, outerwear and shirting styles, kidswear and interior accents.
To find out more on the five colours, stay tuned on WGSN and Coloro.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.