Green is rapidly gaining popularity in the fashion industry and is currently a major trend. Spring saw the rise of sage and minty tones, while the standout shade of the season is a vibrant green often referred to as “Bottega green.” Green has always had a lasting presence in fashion and has been favored by renowned brands such as Gucci and Loewe in previous collections.
Why “Bottega green” you ask?
This hue is slightly brighter than the well-known Kelly green but falls short of being neon. It possesses a remarkable vibrancy that sets it apart from earthy forest tones. The name “Bottega green” accurately describes this shade, as it was prominently featured in one of the recent collections by Daniel Lee, the creative director of Bottega Veneta. Although, to be precise, he reintroduced or integrated this color into the collection, as it has long been associated with Bottega’s packaging, including boxes and carrier bags. The brand’s packaging is 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.