The color green has been sneaking up on us for quite some time now, and it is certainly making waves in the industry right now. We’ve seen sage and minty tones in this year’s spring and a bright green, that probably everybody would call the Bottega green, is THE trend color of the current season. Besides that, green has sort of been an ever-green in the fashion industry and has been a loved color-choice of brands like Gucci or Loewe in previous collections.
Why “Bottega green” you ask?
The color is a nodge brighter than the infamous Kelly green, but it is not quite neon yet. This particular green is very vibrant and far from any foresty tone. I am not exactly sure what the correct name would be, hence the description “Bottega green” is so fitting.
Daniel Lee, the creative director of Bottega Veneta, introduced the color in one of his latest collections. Although, to be exact, he re-introduced or re-integrated the colour into the collection because the packaging, including boxes or carrier bags, have been in that exact green tone for quite some time. And Bottega’s packaging is probably as iconic as the orange Hermès bag or the yellow Fendi ones.
Now that a particular green color is more or less blocked by one brand – what does that mean for the trend of next season? I am no professional trend analytic, however, the reveal of some SS22 collection lookbooks show that green will be part of the runways and our wardrobes, even next year. Not only Bottega, but also Prada, Jil Sander, or Loewe are hopping on the green trend train and exploring the beautiful nuances of the color green.
So, why green?
That’s a good question. Trends come and go and especially colors seem to be particularly important for conveying messages and transporting meaning. And according to what the color green stands for, its rise in popularity and its move into current collections, it is perfectly fitting for the current zeitgeist.
Green, the color of life, renewal, nature, and energy, is associated with meanings of growth, harmony, freshness, safety, fertility, and environment. Green is also traditionally associated with money, finances, banking, ambition, greed, jealousy, and wall street. (I guess this is unfortunately an accurate representation of what we need in the world, harmony and safety, and what we see happening around the globe, greed and money ruling.)
Furthermore, the color green has healing power and is understood to be the most restful and relaxing color for the human eye to view. Green can help enhance vision, stability and endurance. Green takes up more space in the spectrum visible to the human eye and it is the dominant color in nature. It is a natural choice in interior design as an ideal background or backdrop because we as humans are so used to seeing it everywhere.
And we are literally seeing it everywhere in fashion right now! And I am here for it! Green is such a fun trend color with a great meaning behind it. Whether you decide to rock a full on monochrome look, or you highlight a more natural or black fit with more or less bright green accessoires, you can’t go wrong with green this and next season.
Streetstyle pictures all over Instagram, current runways and campaign images for Spring/ Summer 2022 show that green is here to stay.