Is millennial pink dying? Gen Z’s yellow in a rush to take its place

Pantone’s Color of the Year for 2021, “illuminating,” is akin to Gen Z yellow. Spring 2023 runways such as those by Alexander McQueen and Moschino used the colour, but Véronique Hyland, Elle magazine’s fashion features director and author of Dress Code: Unlocking Fashion from the New Look to Millennial Pink, isn’t convinced. Blame it on the hue being “bold,” as the Business of Fashion describes it. Individualistic views of Generation Z may not bode well for its namesake hue, as young people strive to be unique. Martin Kesselman, owner of the high-end New York paint company Incolour, said he still receives queries about millennial pink. Hyland feels Gen Z is more inclined to question the dominant culture. The hue indicates hope and optimism, two emotions that young people need in an uncertain world. This provides a chance for professionals in branding to link their products with the emotions of their customers. Yet, if Gen Z’s yellow feels forced, its intended audience may reject it. When it comes to choosing their unique shade, marketing psychologist Nicholas Kolenda says that Gen Z may need to explore unknown terrain.

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