Butter yellow is here to stay
Since Pantone has announced Cloud Dancer—or white, to the untrained eye—as the 2026 color of the year, pigment has become more and more relevant. Our Instagram feeds and retail stores were once dominated by a clean, minimalist aesthetic. But now, we are witnessing a renewed call to color.
The rise of butter yellow
The popularity of butter yellow is rather unsurprising. It made its runway debut in 2023—with major fashion houses like Tory Burch, Jason Wu, Loewe, and Jil Sander using the color in many of their collections—and peaked in 2025 as the trend trickled down to more accessible brands.
While its subdued pastel hue may appear as a compromise between staple colors and bolder hues, it’s far from neutral. Butter yellow ranges from near white to near golden and yet, regardless of how prominent its pigment is, the dash of color is powerful enough to slice through any kind of dullness—making it a top fashion and design choice.
Many are familiar with the color from the butter yellow font trend, where digital creators use large, soft yellow text to caption their content. The initial idea behind the overlaid butter yellow aesthetic was that it was calming to the eye, while also serving as an effective vehicle through which to express more vulnerable content. But that trend eventually lapsed into obsolescence.
Despite its induction into the mainstream, which usually signifies the death of a trend, butter yellow is still going strong. Just recently, we’ve seen its appearance at the US Open, on Lili Reinhart, and in Shushu Tong’s Autumn/Winter 2026 campaign.
1. Butter yellow on Coco Gauff
One of my favorite looks from the US Open was from Coco Gauff. In week one of the US Open, she wore a sculpted navy blue dress with butter yellow biker shorts peeking underneath. Every time she lunged for the ball, the pop of color would make a brief appearance, providing a soft contrast that made her outfit all the more interesting.
In week two, Gauff was once again wearing the same dress in a head-to-toe New Balance ensemble. Except this time, she went full oozing yellow. On the court in this dress, her swift movement could easily be mistaken for a wild sea of sunflowers. The image is mesmerizing but undistracting, as Gauff skillfully commands the presence of the color in her games.
2. Lili Reinhart paying homage to Kate Hudson
Lili Reinhart may not know how to lose a guy in 10 days (she and her partner Jack Martin have been dating since 2023), but she certainly knows someone who does.
Reinhart’s press looks have been making headlines as she promotes her upcoming film “The Love Hypothesis.” She shared her most striking look yet on Instagram, where she posted pictures of herself wearing the iconic dress that Kate Hudson wore in the 2003 film.
Reinhart captioned the post, “You probably think this song is about you.” A nod to the classic Carly Simon song Hudson sang opposite Matthew McConaughey.
3. Bieber in a butter bikini
Hailey Bieber isn’t quite ready to get over the butter yellow trend herself, as she took to Instagram to flaunt her bright bikini. And that’s exactly what’s so great about butter yellow—its versatility.
You can wear butter yellow to the beach, and you can wear it to a candlelit dinner. It’s exactly the kind of brightness that complements a warm sunny day, and a slow and relaxed evening. As Reinhart and Bieber exemplify, it’s perfect for a gown, and just as suitable for a swimsuit.
The sunshine pastel makes a recurring appearance throughout Bieber’s feed—from the warm wash of light that flooded her son’s birthday post to her full luminescent evening glam.
4. Shushu Tong’s Autumn/Winter campaign
Feathery yellow keeps making runway appearances. This time, it was styled with moss green socks and glossy burgundy pumps. The display of brightness contrasted beautifully with the earthy tones it was paired with in the 2026 Autumn/Winter show titled “The Invented Self.”
Yellow is the new white
These looks showcase the prominence of butter yellow in a new wave that demands personality and distinction. People in 2026 seem to have rejected Cloud Dancer as the color of the year, opting instead for a palette that refuses to be projected upon.
People expressing themselves in this day and age want to dictate their own terms, and color is the primary tool through which to establish authority.
Other hues rising to prominence
1. Aquamarine: Aquamarine is also having its moment, as the blue-green blend becomes a popular choice in nail polish, clothing, and accessories.
2. Cobalt blue: This electric color brings a freshness and vivacity that an outfit often needs. It’s a simple yet striking way to make any look more interesting.
3. Moss green: While moss green is more muted, its earthiness can elevate other tones. It is especially effective when contrasted with lighter colors.
4. Plum: Plum can be a fun addition to your wardrobe. It’s in the family of burgundy, but leans more purple—adding a dash of playfulness to an otherwise austere appearance.
