Age mythology colors
The conversation had the tone of a McSweeney’s piece. “Mustard? Goldenrod? Gen Z yellow?” The suggestions came rolling in: fair-trade turmeric, mikado, aura yellow, “drybar” yellow, and golden hour, each one trying to outdo the other with tongue-in-cheek, self-aware hipness. “What are we calling this color that’s inescapable right now?” she asked. In early April 2019, writer Emily Gould made note of the mustard-washing on Twitter. Two years later, both colors remain trendy, with mustard gaining a slight edge. Back in 2017 she was calling for all-yellow outfits, and proclaiming Gen Z yellow the heir to Millennial pink. I first became aware of yellow trending thanks to the powerful trend recognition skills of fashion editor Harling Ross at Man Repeller. It stuck around through winter and now, when pastels and florals typically get their turn, that mustard stain remains. But this year, instead of waiting for its season to return, mustard hung around.
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It’s a harvest color, one that normally shows up later in the year, when the grasses have begun to dry and wild turkeys have begun to roam into the road. It’s the color of pest-deterring marigolds and over-tall crops. This is the color of late-summer allergies, well-stocked pantries, and hashtag-adulting. It isn’t the color of daffodils or spring or blooms. This isn’t a primary, playful, dandelion-bright yellow. It’s become surprisingly ubiquitous-especially for a color that leans so far toward brown. There are condiment-colored cashmeres hanging off bespoke hangers in brick-and-mortar shops, and condiment-colored acrylic blends for sale online at Target. You can buy mustard yellow midcentury modern couches from hip start-ups and mustard yellow lamps from high-end designers. (Or perhaps we’ve decided, en masse, that what’s “flattering” no longer matters.) The mustard craze of the late 2010s appears to have started on runways and in boutiques, but it quickly made its way into home goods and other consumer products. Is this brownish, orangey yellow universally flattering? Considering how many people I see wearing it, it must be. “It’s the only one that looks good on me.” “This is the only kind of yellow I wear,” said a woman with wispy blonde hair. Blue jeans of various washes, clumpy, Chelsea-style black boots with pull-on tabs, parkas (shed over the backs of our chairs), and mustard yellow sweaters.
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Late last year, I found myself in a meeting with three other women, and we were all dressed identically. PHOTO: SUZANNE CORDEIRO/AFP/GETTY IMAGES.