Forget Millennial Pink it’s all about Gen Z Yellow!

Associate Strategy Director, Michelle Bower, tells us why her favourite colour yellow is the new rival to millennial pink.

By Michelle Bower
Posted 30. 10. 2017
Blog yellow ball pit san fran e1522060060844

It’s no secret that I like yellow. Gold, buttercup, mustard, mango or daffodil – you name it I’m magnetically drawn to it.

Here’s a dollop of yellow goodness from around the world of retail – take a look at how these optimistic gender-neutral beacons shine out in the fast-moving and uncertain world. Debateable, whether we can agree that it’s ‘Gen-Z’ yellow, or simply the visual Vit-D we all need a healthy dose of.

Calvin Klein

Blog yellow calvin kelin 02 1024x641

Raf Simmons and long-time collaborator, American artist Sterling Ruby, turn Calvin Klien’s signature minimalism on its head with this vividly painted store. The concept is set to come to Calvin Klien’s Dover Street store soon.


Blog yellow gym box 03 1024x640

Gymbox’s eye-catching interior comes courtesy of Hacienda (the legendary Manchester nightclub) alumni Patrick McKinney of architectural studio A Modern Practice. This makes me wonder, are gyms the new clubs?


Blog yellow pantone 109 08 1

Selfridges has long championed the brightest of all yellows and over the years has hosted a number of initiatives in the hue’s honour. Greatest hits include the wool-inspired marketing stunt in 2010 (complete with a flock of dyed yellow sheep), the Big Yellow Pantone 109 shop, and a click and collect drive-through scheme featuring yellow Minis.

Blog yellow selfridges sheep 09

This year Selfridges announced a coffee cup recycling scheme for its bags for life – so you can now carry the canary signature with a little less guilt!

The Color Factory – San Fransico

Blog yellow ball pit san fran

The Color Factory, a pop-up experience in San Fransico, features a range of immersive exhibitions from various artists. It promises guests will lose themselves in the vibrantly pigmented spaces.


Blog yellow albam beak 05

Just a lick of yellow paint gives premium menswear brand Albam’s Soho store an altogether more appealing look.

Churro Bunny

Blog yellow churro bunny 06

Churros are an inherently joyous food, and that’s only enhanced by this warm and inviting store (and Pinterest favourite) Churro Bunny – the sunflowers make a perfect finisher!

Ham on Wheels

Blog yellow ham yard 04 1 1024x640

This energetic shade perfectly suits fas-food restaurant Ham on Wheel’s raison d’etre – to provide authentic, yet fast Catalonian food to customers.

Kate Spade

Blog yellow kate spade 07 1024x640

Could there have been a better way for Kate Spade’s pop-up to make an instant impact than with this citrus-coloured store? It certainly exudes good vibes.

Start tuning in to yellow and see how brands are using this sunny optimism to attract new customers, and radiate out a little more brightness in our lives.

Related Stories

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon