Millennial pink has long been hailed as the color of a generation, lending itself to runways, interiors, nail polishes and foods plastered all over Instagram feeds.
But like many millennial trends, it’s dying out in favor of a younger, cooler alternative — Gen Z Green.
So-called Generation Z – the ones born from 1996 to 2012 – present lime and sage clothing, furniture, beauty packaging and more, with the color that symbolizes young people’s passion for sustainability – and their love for ‘gender neutral’ shades.
Famous fans of the trend include Billie Eilish, 19, who is famous with bright green hair and nails, as well as Dakota Johnson, who proudly showcased her sage-colored kitchen in Architectural Digest.
The trend to wear hue aligns with Gen Z’s values of “being impactful, 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 stunned in acid green at a London Fashion Week Party last month. Gen Z’s poster girl presents one of this year’s biggest trends for young style seekers
Soft and sensual: Other stars wearing Gen Z green include Kylie Jenner – who wore a sage Namita Khade coordinate to celebrate her 24th birthday in August, pictured
“Gen Z green is the color to have and it’s strongly acidic and striking,” Nick told FEMAIL. “With stars like Billie Eilish leading the way with this color, it will hit every high street and online store this season.
“The reason it’s so popular is that it has an impact and creates a conversation that Gen Z loves. It’s brash and daring and makes a statement.”
Many beauty product packaging is now available in earthy tones – including Wishful skin, owned by famed makeup artist Huda Kattan, and Pharrel’s Humarace skincare line that 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 entering the fashion industry,” while last year Vogue wrote, “As we enter a new decade, there is already a new haute hue: green,” .
The Queen of Green: Billie Eilish, pictured, has long been known for her all-green styling choices
So it’s no surprise that Hollywood stars have adopted this fashionable shade.
Earlier this year, the sage-green kitchen in actress Dakota Johnson’s LA home was featured in Architectural Digest magazine.
Swoon, the design-led furniture brand, is among those reporting a spate of searches for sage green paints and sofas. And it’s even been called the “new neutral,” as befits gray, beige, black, and just about everything else.
Tom Howley, of Tom Howley Kitchens, preciously told that This Is Money is popular with customers who like the idea of the Cotswolds but wouldn’t move there.
“Even those who don’t want to give up the hustle and bustle of city life are redefining their home with a country style story and sage green is perfect for this.”
Take it home: Sage green kitchens have been hailed as a style trend, with Dakota Johnson showing off hers in Architectural Digest. Pictured above in a stock photo, a two-tone kitchen
Beauty Fans: Many beauty product packaging is now available in earthy tones – including Wishful skin (left), owned by celebrity makeup artist Huda Kattan, and Pharrel’s Humarace skincare line that comes in recycled lime green bottles (right)
Fashion also takes note. Green hues dominated London Fashion Week this month with Elle writing that Kelly Green was the color of today.
Notably, it was seen on the runways of Supriya Lele in sheer wrap dresses and skirts, Rejina Pyo in shirts, midi dresses and handbags, and on the Molly Goddard show.
Other luxury brands promoting the color include Bottega Veneta, while searches for “green” on Gen Z’s popular fast fashion site PrettyLittleThing yield nearly 4,000 results.
Green foods have also become popular with teens and people in their early twenties.
Earlier this year, Waitrose announced that pesto sales rose 108 percent when the pesto egg cooking hack went viral on TikTok.
Finger on the pulse: Green is also a hot trend among nail technicians with designs filling social media feeds
The color is also associated with CBD – which is popular with Gen Z.
“It’s not just fashion that is loving, it’s also products,” Nick added.
This Granny Smith color is nothing grandma and also filters to everyday products. Also from a psychological point of view, green means good, it means safe and it means GO!
‘Gen Z is by definition environmentally conscious and green and this reinforces it in a very strong way.’
Some have gone so far as to note that green is “as far from millennial pink” as possible — because it’s the opposite on the color wheel.
TikTok star The Digital Fairy, who has gone viral making videos commenting on trends and digital culture, shared a video explaining: It’s less gendered than pink,
“It’s a good color for the time we’re going through, it’s associated with growth, new beginnings, making money.”