FASHION

COLOUR OF THE SEASON: WHY BUTTER YELLOW HAS SEEN A 98% INCREASE IN ON-SITE SEARCHES

By Emma Strawbridge, 20 May 2024

Searches for ‘butter yellow’ have increased 98% on-site over the past month (thanks for the stats, Data, But Make It Fashion). But why? Could it be that it’s just the perfect shade for spring/summer, that it goes with *everything* in your wardrobe, or that it’s been showing up in countless runway shows over the season? Maybe it’s all of the above. Come with us as we delve into the deets and show you how to wear the new ‘It’ colour.

Aubrey Plaza at the Emmy Awards 2024.

Pictures: Getty

Lila Moss attending Gucci Cruise 2024 in London.

WHY’S IT TRENDING?

For one, we (along with the rest of TikTok) are super into colour theory this year, and it’s common knowledge that yellow brings out all the happy, mood-boosting feels, which we’re in *desperate* need of after this year’s April showers. Plus, there’s Loewe’s iconic pin dress: worn by Aubrey Plaza to the Emmys, followed by FKA Twigs on the April cover of British Vogue. Not to mention how wearable it is – the subtleties of the shade mean it can be paired with brighter tones OR worn as a neutral. See how we’ll be styling it for the summer months below.

HOW WE’RE STYLING BUTTER YELLOW THIS SEASON:

ASOS DESIGN shirred baby tee co ord in lemon, £22

1. AS A CO-ORD

The formula to the ultimate cool-girl summer? When two trends collide. Butter yellow, meet coquette, the soft shade works perfectly with the girlie-girl vibes of this shirred co-ord. Just add some ballet flats and a bow to finish the look. The best part? You don’t need to worry about what goes with it…

ASOS DESIGN slip dress | ASOS Style Feed

ASOS DESIGN bias slip midi dress with rib neck in soft yellow, £28

2. FOR OCCASIONS

If this doesn’t scream Kate Hudson in How to Lose a Guy in 10 Days / Sabrina Carpenter’s 25th birthday dress, we don’t know what does – and we want it. The buttery shade works so well on satin, and slip dresses are a style that can be easily dressed up and down for different occasions. Top tip: gold jewellery + yellow = the perfect summer pairing.

ASOS DESIGN asymmetric buckle shoulder bag in buttermilk yellow, £20

3. AS A POP OF COLOUR

If you love butter yellow but don’t want to go head-to-toe, accessories are the way forward. Minimal 90s-inspired bags like this asymmetric ASOS DESIGN style are trending right now, and make the perfect finishing touch to any look. Whether you’re going neutral or are having a colour-block moment, this universal shade will always work.

ASOS DESIGN oxford shirt in buttermilk, £26

4. IN OUR BASICS ROTATION

What we love most about this shade is its versatility. It’s yellow, but it’s kinda beige… as in, it’s such a soft colour that it acts as a warm-toned neutral. So swap out those crisp white shirts and say hello to your new go-to. Wear it with denim, over a satin maxi, as a bikini cover-up – no wonder everyone’s loving it, right?