Yellow is the color most recognized by the human eye and the brightest on the visible spectrum. It is linked to happiness, optimism and is the hue of bright light and creativity. Maybe this is why yellow has been gaining such commercial success in recent seasons. Driven mainly by the youth market in shades of mustard, bold banana and buttercup, these uplifting tones shout to be seen and stand out in the age of social media feeds and likes.
Yellow is known to encourage innovation, deep thinking and learning.
Believed to stimulate the areas of the brain that are directly linked to logic and practical thinking, it is a powerful color.
For S/S 21, yellow will shift to a softer hue, we like to call Lemon Sherbet, which encapsulates the feel-good factor of the sun, but is also desaturated enough to have a calming effect. It represents the afterglow of post-exercise achievement and that rush of endorphins after you’ve smashed your personal best.
This soft shade works across multiple stories, from soft blocking with neutral tones to single hue top-to-toe color. Feels newest when used in fashion-focused casual-wear styling, while also working nicely incorporated into greyed-out checks prevalent in tailored suiting.