Milan Fashion Week is famous for having some of the biggest brands on the schedule: Gucci, Prada, Fendi, to name but a few. So we (along with the rest of the world’s fashion fans) look to the Italian catwalk for inspiration on what to wear for the seasons to come. But while timeless tailoring, utilitarian style and chic shirts stood out as key highlights across the shows, an unexpected look also started to seep through and it came in the shade of yellow.

While colour has certainly been a key component in our wardrobes in recent years – Bottega green, Barbie pink and currently trending red are all immediate examples that spring to mind – it seems next season’s shade could be the brighter, sunshine look peppered across the Milan catwalks.

Prada picked the colour for a joyful jumper, Fendi for arm warmers and underskirts and Bottega Veneta for statement-making outerwear. Plus, we also spotted more golden-yellow hues at Onitsuka Tiger (famous for the bright yellow Kill Bill trainer) and lemon-like shades at MSGM, Blumarine and Gucci. So, clearly, the yellow look has swept through many design departments. 

Aesthetics aside, is there a deeper meaning behind the bright and bold colour choice? That’s the exact question we asked Dr Carolyn Mair, cognitive psychologist, author of The Psychology Of Fashion and fashion business consultant.

“The colour yellow can have various effects on our emotions because of biological, cultural and personal associations,” shared Mair. “In many cultures, but not all, the colour yellow is associated with positivity, happiness, warmth and vitality,” which seems to ring true in Western society, with sunshine, smiley faces and holiday-like prints and patterns all key items that come to mind when thinking of the shade.

“It used to be thought that the wavelength was responsible for its physiological effects on people. Colours with longer wavelengths, like red and yellow, are considered energising, whereas colours with shorter wavelengths, like green and blue are perceived as calming and relaxing,” Mair went on to explain. “This notion is still used in colour theory where colours are associated with temperature. Warm colours, such as yellow and red, are believed to stimulate the nervous system and increase arousal levels, leading to heightened emotional responses.” 

However, she did note that this isn’t always the case when it comes to yellow, as “yellow is often used for hazard warnings, so context matters. The colour yellow will trigger completely different responses when it’s used in warning signs than when it’s the colour of a dress.” 

But why is yellow seen as a sign of positivity? Well, it could be down to the sun. “From an evolutionary perspective, many people may respond positively to the colour yellow because our emotional responses to colours can be influenced by associative learning where we form connections between colours and past experiences, in this case of sunshine and summer days.”

To get technical, Mair brought this back to psychology and our internal instinct of survival. “We depend on sunlight for survival, with exposure to sunlight triggering the release of the neurotransmitter serotonin (which promotes feelings of happiness and wellbeing) in the brain.” 

Clearly, it seems there’s a lot more behind our gravitation towards certain shades than just us liking the look of them; our emotional response, according to Mair, is “a result of both these biological and cultural associations that mean the colour yellow can uplift mood and promote feelings of warmth, hope and optimism”. Perhaps after a tough couple of years across the globe, the luxury fashion labels are hoping to spark joy with their latest collections. 

Images: Getty; courtesy of Fendi, Prada, Bottega Veneta