How Gen Z green became the new millennial pink
Millennial pink has long be hailed the colour of a generation, lending itself to catwalks, interiors, nail colours and food that became plastered all over Instagram feeds.
But like many millennial trends it’s dying out in favour of a younger, cooler alternative – Gen Z Green.
So-called Generation Z – those born from 1996 to 2012 – are showcasing lime and sage clothing, furniture, beauty packaging and more, with the colour symbolic of young people’s passion for sustainability – and their love of ‘gender neutral’ shades.
Celebrity fans of the trend include Billie Eilish, 19, who famously sports bright green hair and nails, as well as Dakota Johnson, who proudly showed off her sage-coloured kitchen in Architectural Digest.
The trend of wearing hue aligns with Gen Z’s values of being ‘impactful and creative’ and wanting to ‘make a statement’ according to pop culture expert Nick Ede, who says there’s nothing Granny about the ‘mood-boosting’ Granny Smith colour.
Going green! Iris Law stuns in acid green at a London Fashion Week Party last month. The Gen Z poster girl is showcasing one of this year’s biggest trends for young style-seekers
Soft and sensual: Other stars sporting Gen Z green include Kylie Jenner – who sported a sage Namita Khade co-ord to celebrate her 24th birthday in August, pictured
‘Gen Z green is the must have colour and it’s strong acidic and striking,’ Nick told FEMAIL. ‘With stars like Billie Eilish blazing the way with this colour it’s going to be seen on every high street and online shop this season.
‘The reason it’s so popular is that it’s impactful and creates conversation which Gen Z love. It’s brash and bold and makes a statement’.
Many beauty products packaging now comes in earthy tones – including Wishful skin, owned by celebrity make-up artist Huda Kattan and Pharrel’s Humarace skincare line which comes in recycled lime green bottles.
The trend has been creeping in for the last two years, with Elle writing in 2019 that ‘pistachio hues are infiltrating the fashion industry’ while last year Vogue wrote: ‘As we enter a new decade, there’s already a new haute hue: green,’.
The queen of green: Billie Eilish, pictured, was long known for her all-green styling choices
It’s no surprise, then, that Hollywood stars have cottoned on to this fashionable hue.
Earlier this year sage green kitchen in the LA home of actress Dakota Johnson featured in Architectural Digest magazine
Swoon, the design-led furniture brand, is among those reporting a surge in searches for sage green paints and sofas. And it’s even being called the ‘new neutral’, as it goes with grey, beige, black and just about everything else.
Tom Howley, of Tom Howley Kitchens preciously told This Is Money the shade is popular among customers who like the idea of the Cotswolds, but would not move there.
‘Even those who don’t want to give up the buzz of city life are redefining their homes with a country-style narrative and sage green is perfect for this’.
Bringing it home: Sage green kitchens have been hailed a style trend, with Dakota Johnson showing hers of in Architectural Digest. Pictured above in a stock image, a two-tone kitchen
Beauty fans: Many beauty products packaging now comes in earthy tones – including Wishful skin (left), owned by celebrity make-up artist Huda Kattan and Pharrel’s Humarace skincare line which comes in recycled lime green bottles (right)
Fashion is also taking note. Green hues dominated London Fashion Week this month with Elle writing that Kelly Green was the colour of now.
It was notably seen on the catwalks of Supriya Lele in sheer wrap dresses and skirts, Rejina Pyo on shirts, midi dresses as well as handbags and at Molly Goddard show.
Other luxury brands promoting the colour include Bottega Veneta while searches for ‘green’ on Gen Z-loved fast fashion site PrettyLittleThing gives nearly 4,000 results.
Green foods have also become popular with teenagers and those in their early 20s.
Earlier this year, Waitrose have revealed they saw a 108 per cent increase of sales in pesto as the pesto eggs cooking hack went viral on TikTok.
Finger on the pulse: Green is also a popular trend among nail artists with designs filling up social media feeds
The colour is also associated with CBD – which is popular with Gen Z.
‘It’s not just fashion that’s loving, it’s products too,’ Nick added.
‘This Granny Smith colour is nothing granny and it’s filtering down to every day products too. Also from a psychological point of view green means good it means secure and it means GO!
‘Gen Z are by definition environmentally conscious and green and this reinforces it in a really strong way.’
Some have gone as far to note that green is ‘as far from millennial pink’ as possible – as it’s opposite on the colour wheel.
TikTok star The Digital Fairy, who has gone viral for making videos commenting on trends and digital culture, shared a video explaining: It’s less gendered than pink,
‘It’s a good colour for the time we’re living through, it’s associated with growth, new beginnings, making money,’.