The allure of butter yellow – bright, uplifting, and cheerful – cannot be denied. Certain influential figures in the fashion world are labeling it “the new neutral,” praising its adaptability and how well it pairs with various basics such as blue jeans and black attire. Much like spreading butter, this shade integrates seamlessly into anyone’s wardrobe.
At the renowned London department store Selfridges, known for its distinctive chrome yellow branding and packaging, the updated version can be found throughout the entire establishment.
“We have observed butter yellow dominating the runways for SS25, as showcased by brands like Alaïa, Totême, and 16Arlington through their presentation of gentle, light yellow tones across different designs and accessories,” explains Laurie Field, the Selfridges Buying Manager.
Of course, we’ve always been big fans of the color yellow, though this cheerful hue often gets passed over. Consider trying Lemaire’s fortune croissant bag, Khaite’s vibrant cashmere sweater, and Posse’s lightweight linen ensemble.
Shade is currently popular across all tiers, from haute couture to fast fashion.
Uniqlo
, where British born
Clare Waight Keller
The newly appointed creative director offers options like softly ribbed jersey polo tops, bra tops, and packable UV protective 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’s an entirely new frontier for me, diving deeply into technological and material advancements, along with managing color, shapes, and styles,” she clarifies.
Premium butter
However, butter yellow has also infiltrated the elite world of haute couture. The Australia-born designer Tamara Ralph highlighted this shade as a central theme in her January collection showcased in Paris. This color naturally complements the sun-loving Antipodean creator, renowned for her ethereal and extravagant dresses favored by celebrities such as
Bella Hadid
and
Priyanka Chopra
.
“From what I see, the appropriate color has the power to entirely revamp an appearance along with its general ambiance,” states Ralph, noting his creation of a stunning, flowing off-the-shoulder taffeta dress as well as a sparkling crystal mermaid gown adorned with ostrich feather pompoms in this particular shade.
Baby yellow—my term for butter yellow—is imbued with happiness and cheerfulness, yet it remains sophisticated and inherently feminine. It exudes a subtle luxury compared to brighter shades of yellow.
Cora Sheibani, a fine jewelry designer known for her artistic and unique individual creations, is among those endorsing butter yellow as well.
I’m presently using many citrines, which my lapidary refers to as Palmeira citrine,” she explains. “This gemstone boasts a stunning deep color that complements various other stones beautifully and suits most individuals well.
I’ve recently created an amazing design featuring a large circular Sphalerite gemstone, reminiscent of the sun. It’s a stone I haven’t worked with previously, yet I’m quite enthusiastic about it.
Not just yellow
However, where exactly does a trend in color truly begin to gather steam? Think of a well-known scene from “The Devil Wears Prada” where Miranda Priestly (
Meryl Streep
) lectures Andrea Sachs (Anne Hathaway) on the emergence of cerulean blue and how high fashion has the power to dictate which colors unsuspecting consumers will adopt next.
“It’s neither blue nor turquoise nor lapis,” explains Priestly, “it’s cerulean.” She goes on to describe how this shade of cerulean made its way from the catwalk to end up adorning Sachs’ chunky cable-knit sweater.
Blue symbolizes millions of dollars and numerous job opportunities, which makes it somewhat amusing how you believe you’ve chosen something outside the fashion industry when, in reality, you’re wearing a sweater picked out by the individuals here. It came from a collection of ‘miscellaneous items’.
However, butter yellow isn’t gently flowing through the industry but rather surging over it in a vibrant cascade.
The precise tone was determined more than three years earlier when dye producers, trend predictors, and textile creators established the color scheme for the 2025 season. These materials were showcased at trade exhibitions such as Premiere Vision in Paris, where designers selected the color palette and ordered the textiles that set the direction for the aesthetic and texture of a collection.
If butter yellow or
BarbieCore
Pink (2024) or cerulean blue is becoming popular, which creates a business incentive to follow this trend. Fashion evolves only when there is a collective change in perspective.
Early adopters help. Take
Timothée Chalamet
wearing his tailor-made butter-yellow outfit at the
Oscars
, which was created under the guidance of Givenchy’s newly appointed creative director,
Sarah Burton
. He appeared vibrant and lighthearted juxtaposed with the conventionalists dressed in black-tie attire.
His arrival signaled the beginning of a fresh era at Givenchy and ignited a widespread fashion craze; following this, Rihanna, Sabrina Carpenter, and Hailey Bieber have all embraced the shade of butter yellow, amplifying its appeal.
Feeling tempted? A simple purchase could be the Chanel Le Vernis nail polish in Ovni.
Leaving beige behind
Generally speaking, I believe that both designers and brands are increasingly adopting the use of color,” states Ralph. “This includes using colors in surprising shades. When it comes to yellow particularly, we frequently observe tints like mustard, lemon, and sometimes leaning towards creams; however, buttery yellows provide a novel perspective.
By itself, this color draws attention and works best when matched with a sharply tailored suit or individual pieces. Alternatively, it complements flowing, loose-fitting dresses that have minimal or understated decorations, allowing the hue to really stand out.
This shift in color is a method for the fashion industry to signify “newness,” and perhaps it’s the adaptability of the hue that wields its real strength.
Butter yellow serves as a subtle method to incorporate color into your closet, becoming the latest neutral shade,” according to Field from Selfridges. “This hue is simple to sport and looks good on every complexion.
As soon as you start noticing it, you’ll see this color all around you. Think of it as a common treasure.
