Culture Why butter yellow is suddenly spreading across European fashion...

Why butter yellow is suddenly spreading across European fashion houses

-

- Advertisment -
ADVERTISEMENT

The appeal of butter yellow — luminous, optimistic, sunny — is undeniable. Some fashion industry leading lights are dubbing it “the new neutral”, applauding its versatility and compatibility with a whole host of staples like blue denim and black. And like butter, it slips into one’s repertoire with ease.

At legendary London department store Selfridges, which boasts its own iconic chrome yellow brand and packaging, the new variant is across the store.

“We’ve seen butter yellow spread across the runway for SS25, with brands Alaia, Toteme and 16Arlington all presenting soft, pale yellow hues across various silhouettes and accessories,” says Laurie Field, Selfridges Buying Manager.

“We of course have been long-term advocates of the colour yellow, but the sunny shade is sometimes overlooked. Try Lemaire’s fortune croissant bag, Khaite’s zesty, cashmere jumper, and Posse’s airy linen set.” 

Department store Selfridges has long been known for its iconic yellow shopping bags
Department store Selfridges has long been known for its iconic yellow shopping bagsAP Photo

The shade is trending at all levels from couture to high street. At Uniqlo, where British born Clare Waight Keller is the new(ish) creative director, you can find it in soft ribbed jersey polo tops, bra tops and pocketable UV protection zip jackets.

Having done her time at designer brands and houses Givenchy, Chloe and Gucci, Waight Keller is bringing her prowess to one of the most powerful movers in high street retail.

“It is a whole new territory for me and leads me deep into technological and material advances, as well as overseeing the colour, silhouettes and styles,” she explains.

Premium butter

Butter yellow has even seeped into the rarefied echelons of haute couture. Australian born couturier, Tamara Ralph, made it a focus of her January collection shown in Paris. Yellow is a natural fit for the sunny antipodean designer, who’s known for her dreamy, flamboyant gowns favoured by stars including Bella Hadid and Priyanka Chopra.

Tamara Ralph's airy off-the-shoulder baby yellow taffeta gown
Tamara Ralph’s airy off-the-shoulder baby yellow taffeta gown Courtesy of Tamara Ralph Couture

“In my opinion, the right colour can completely transform a look and its overall feeling,” says Ralph, who fashioned a gorgeous, airy off-the-shoulder taffeta gown and a crystal siren gown embellished with ostrich feather pom poms in the hue.

“Butter yellow — or as I refer to it, baby yellow — brings with it an element of joy and cheerfulness, but in such a way that is still elegant and innately feminine: it is more quietly luxurious than a bright hued yellow.”

Designer Tamara Ralph (left) says baby yellow brings a joyful touch to couture
Designer Tamara Ralph (left) says baby yellow brings a joyful touch to coutureAP Photo

Butter yellow is also being championed by fine jewellery designers like Cora Sheibani, who specialises in highly artful one-off pieces.

“I am currently using lots of citrines, which my stone cutter calls Palmeira citrine,” she says. “It has a beautiful deep colour that pairs so well with other stones and looks great on most people.

“I have also just designed a fabulous piece with a huge round Sphalerite, which looks like the sun and is a stone I have never worked with before but am very excited about.”

Not just yellow

But where does a fad for a colour really gain momentum? Recall a famous scene in The Devil Wears Prada in which Miranda Priestly (Meryl Streep) lectures Andrea Sachs (Anne Hathaway) about the rise of cerulean blue, and high fashion’s authority to declare what colours unwitting consumers will soon be wearing.

“It’s not just blue, it’s not turquoise, it’s not lapis, it is cerulean,” says Priestly, explaining how cerulean trickled down from the runway to wind up colouring Sachs’ bulky cable knit sweater.

“That blue represents millions of dollars and countless jobs, and it’s sort of comical how you think that you’ve made a choice that exempts you from the fashion industry when, in fact, you’re wearing a sweater that was selected for you by the people in this room. From a pile of ‘stuff’.”

But butter yellow isn’t so much trickling down as crashing over the industry in an exuberant wave.

The exact tone would have been decided upon over three years ago as dye manufacturers, trend forecasters and fabric makers decide on the colour palette of the 2025 season. Those materials will have been shown at trade fairs, including Premiere Vision in Paris, where designers chose the palette and order the fabrics that help guide the look and feel of a collection.

If butter yellow or BarbieCore pink (2024) or cerulean blue is trending, there’s a commercial imperative to work with that direction. Fashion only changes with a consensus shift.

Early adopters help. Take Timothée Chalamet in his custom-made butter yellow suit at the Oscars, which was designed by Givenchy’s new creative director, Sarah Burton. He looked fresh and playful set against the traditionalists in black tie.

Timothee Chalamet wearing butter-yellow leather suit during the Oscars in March 2025
Timothee Chalamet wearing butter-yellow leather suit during the Oscars in March 2025AP Photo

His appearance heralded a new chapter at Givenchy and kickstarted a mass fashion trend; since then, Rihanna, Sabrina Carpenter and Hailey Bieber have all donned butter yellow super boosting the vibe.

Tempted? An easy buy is Chanel Le Vernis nail polish in Ovni.

Leaving beige behind

“I think that, generally, more designers and brands are embracing the use of colour,” says Ralph. “And colour in unexpected hues. With yellow specifically, you often see tones of mustard, lemon and even veering into more of a cream, but butter yellow offers a fresh, new take.

“The colour in and of itself stands out and is best paired with a well-tailored suit or separates or — on the opposite end of the spectrum — well-draped, billowy gowns with little or otherwise subtle embellishment that allow it to truly shine.”

This colour turnover is one way for the fashion industry to signal “freshness”, and it’s arguably the versatility of the shade that gives it its true power.

“Butter yellow is a gentle way to introduce colour to your wardrobe, the new neutral,” says Field at Selfridges. “It’s easy to wear and flattering for all skin tones.”

Once you tune in, you’ll be spotting the hue everywhere. Consider it a form of everyday gold.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest news

Meet Enigmacursor: New dinosaur species unveiled in London

ADVERTISEMENTIt’s just 64cm tall - but this newly discovered dinosaur is causing big excitement at the Natural History Museum. The Enigmacursor mollyborthwickae was a nimble, plant-eating dinosaur that roamed western North America around 150 million years ago, during the late Jurassic period.Despite living among prehistoric heavyweights like Stegosaurus and Diplodocus, this little runner likely darted

Why are more Spaniards quitting music festivals over Israeli ties?

ADVERTISEMENTIf you're planning to attend a music festival in Spain this summer, you might wonder who cashes in the money you spend on the tickets and drinks. Gone are the days of live music sessions when the only concern was getting a good spot on the dance floor to enjoy your favourite band.This year, an

Pharrell Williams brings Indian style to Louis Vuitton show in Paris

ADVERTISEMENTParis Fashion Week opened Tuesday with Pharrell Williams' Spring/Summer 2026 Louis Vuitton show, rooted in Indian culture and staged in front of the Centre Pompidou.Pharrell fused Paris and Mumbai into a vibrant, sun-soaked vision of Vuitton’s 2026 man - a globe-trotting, style-forward dandy. Models marched in jewelled cricket jerseys, monsoon-sized sleeves, and Bollywood-inspired tailoring, all

Emmanuel Macron wants UNESCO cultural heritage status for French touch

ADVERTISEMENTFrench President Emmanuel Macron has called for French electronic music - also referred to as French touch - to be granted UNESCO cultural heritage status – like Irish harp music, Jamaican reggae and Cuban rumba before it. The list of intangible cultural heritage allows signatory states of the UNESCO Convention to register “practices, representations, expressions, knowledge
- Advertisement -

Syringe attacks during France’s music street festival leave 145 jabbed

ADVERTISEMENTFrench police have detained 12 suspects after nearly 150 people reported being assaulted with syringes across France during its annual "Fête de la Musique" summer festival.  The outdoor festival took place all over France last Saturday, with authorities reporting "unprecedented crowds" in Paris.The Interior Ministry said that 145 people nationwide had reported being stabbed with needles

James Bond in danger: Why is 007 under threat from a property tycoon?

ADVERTISEMENTHe’s gone up against nefarious and shadowy organisations, as well as cat-stroking megalomaniacs with plans for world domination. However, the world’s most famous secret agent may have met his match with an Austrian property developer by the name of Josef Kleindienst.Indeed, the founder of the Kleindienst Group is challenging trademark registrations relating to the James

Must read

Meet Enigmacursor: New dinosaur species unveiled in London

ADVERTISEMENTIt’s just 64cm tall - but this newly discovered dinosaur is causing big excitement at the Natural History Museum. The Enigmacursor mollyborthwickae was a nimble, plant-eating dinosaur that roamed western North America around 150 million years ago, during the late Jurassic period.Despite living among prehistoric heavyweights like Stegosaurus and Diplodocus, this little runner likely darted

Why are more Spaniards quitting music festivals over Israeli ties?

ADVERTISEMENTIf you're planning to attend a music festival in Spain this summer, you might wonder who cashes in the money you spend on the tickets and drinks. Gone are the days of live music sessions when the only concern was getting a good spot on the dance floor to enjoy your favourite band.This year, an
- Advertisement -

You might also likeRELATED
Recommended to you