For those out there with millennial pink fatigue, you’re not alone. Instagram shots of girls sipping matcha in front of a bright rose-hued facade feel clichéd, as do the oft-Snapchatted all-pink restaurants, cafés, bars, and shops. Dare we say, Tumblr pink is tired. But just as the millennial-favorite color has begun to lose popularity, the Generation Z’ers (born between the 1990s and 2000s) have brought an alternative forward. They’re calling it “Gen Z yellow” and it’s somewhere between a marigold and the shade of French’s mustard—sounds appealing, no?
Theoretically, this color is tough for anyone to pull off, but in reality, there are tons of ways to wear it without looking like Big Bird or Pikachu. Take, for instance, the mustard-color tops and skirts from Jacquemus’s beloved Spring 2018 La Bomba collection. Or, there are the ’90s-esque yellow shades from Marques’Almeida and Tory Burch’s flared marigold trousers. Beyond ready-to-wear, the color is popping up on bags, hats, iPhone cases, and swimwear. And, if you really want to get that perfect Generation Z yellow Instagram shot, make sure you’re carrying a copy of Zadie Smith’s Swing Time or a classic Lay’s potato chip bag. It might all be just a little bit silly, but one must admit, the bright and happy Generation Z yellow is here just in time for spring.
Above, the five coolest ways to wear the color now.