When Hailey Bieber speaks, the world (or at least those subscribed to the celebrity and style set) sit up and listen. And, for her latest declaration she didn’t mince her words.
“Butter yellow is played out…respectfully,” the rhode beauty founder announced, instead hailing in what we can only surmise will become a zesty Spring season of lemon shades.
The bold statement about the colour that’s been dominating runways and street style since the Spring of 2024, came in line with the launch of her new peptide lip treatment, in you guessed it, a lemon edition.
“Stop asking me why it’s not ‘butter yellow,'” Bieber wrote. “It’s not butter yellow because it’s LEMON.”
Hailed a “new neutral” in recent seasons, butter yellow has certainly had its time in the sartorial sun. Its ability to blend with a number of colour combinations made the soft pastel a beloved trend, but with the return of maximalism and personal style, bolder shades like lemon feel fresh and exciting.
We’re already seeing the lemon colourway quite literally pop on runways including Jacquemus’ Spring/Summer 2026 show in late June at Versailles. Other Men’s Fashion Week shows where the vivid shade made an unmissable appearance included Auralee, Willy Chavarria, Saint Laurent and Louis Vuitton.
So, as much as Hailey’s claim can be chalked up to self promotion for her new rhode launch, the runways speak for themselves.
And, after seasons spent in the soft pastel predecessor, it’s about time we switched up the sartorial pace for something bolder, bitier.
And, it may come just in time for warmer weather, we just have to figure out how to get our hands on her body chain carrier in the meantime.
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