Style

Is Butter Yellow Actually Cute Or Are We Just Being Psyop’d To Like It?

Dubbed the "it color" of the spring two years in a row now, is butter yellow really all it's cracked up to be, or is it just a psyop by Big Fashion intended to drain our wallets?

By Anna HartmanMar 20th 20253 min read

Pexels/Matheus Natan

Before adding to cart those butter yellow "must-haves" your favorite influencer or celeb is wearing this week, let's take a beat. While it is in the best interest of Big Fashion to concoct the latest trend, persuading us to open up our wallets and shell over the paycheck that was just deposited in order to fit in, is this the case for why butter yellow has seen such a resurgence in the past month or is it actually cute?

All at once it seemed like our feeds became drenched in butter yellow—from home decor features to fashion runways to bridesmaid dresses to our favorite beauty brands. Did the elites gather in a secret room and randomly select this color out of thin air? Where did it come from and why is everyone all of a sudden so obsessed?

One theory is that butter yellow reentered the zeitgeist after TikTok's "You're so vain" trend went viral, forcing us collectively to revisit the iconic yellow dress Kate Hudson wore in a scene that will go down in cinematic history—as if we needed a reason to obsess over that movie all over again. But who was behind that trend going viral in the first place? Was it Big Fashion pulling the strings on our FYPs while simultaneously pulling butter yellow color swatches for their upcoming seasons, or was it just an organic occurrence that made the fashion community follow suit? Which came first: the chicken or the egg? It wasn't long after the trend on TikTok went viral that Sabrina Carpenter, Miss It-Girl of the moment, wore a similar style dress to celebrate her birthday.

Another interesting take from Mya Gelber with Clever on Butter Yellow and the Foodification of Color, it seems as if the label attached to it has much to do with the marketing and overall hype. "This butter yellow craze feels all too familiar following tomato girl red and martini olive green. Nowadays, it seems that in order for a color to gain traction, to trend, to sell, it must be linked to a delicious and delectable food. This is what I like to call the foodification of color. There is something gluttonous and delicious about attaching food to colors that makes us want to wear them, buy them, paint them."

So perhaps that explains why butter yellow is on the homepage of every major magazine and has gained so much traction in recent years. After all, something that markets well is a no-brainer for a capitalist company. But, does that mean it's actually cute?

While many experts exclaim that butter yellow is flattering on all skin tones without exception and that not giving into this trend would be a major mistake, this is where I'm going to have to disagree.

Butter yellow is indeed an excellent alternative to a cream or white for those of us that prefer neutral shades in their everyday wear, but that comes with one caveat: you're going to need a tan to match. Otherwise, this cool-toned color has the unique ability to make light or fair-skinned girls, especially natural blondes, look completely washed out.

It's certainly easier to pull off than a vibrant yellow hue for many, but for fair or light skin tones, it does tend to make us look sickly (evidenced by the fact that whenever it's sold online, brands exclusively highlight the color on a model that has a darker skin tone).

Yellow is a mood booster which is why it's often associated with spring, sunshine, and warmer weather. And butter yellow, for the lucky ones, is a gorgeous way to step out of your comfort zone if you traditionally opt for various shades of cream and beige. With its soft and feminine aesthetic, we can't deny the reason why so many women are drawn to it, especially in the spring. It does sound delicious, after all.

If you're ready to add some joyful color to your wardrobe as the temperatures rise but you have a pale complexion, be sure to opt for a richer shade of yellow to avoid a washed-out effect.

The consensus? This pale yellow shade is here to stay, but only when paired with a tan (or naturally darker skin tone). If you've been feeling skeptical of this seasonal color trend, you may just have every reason to be. If slipping into a butter yellow dress doesn't feel quite right, don't let that discourage you! Experiment with different shades of yellow to find the one that flatters your skin tone and highlights your personal style best. Or, opt for a different shade altogether like ham bone pink or celery juice green instead! (Kidding, kind of).

If you're a fan of this color trend, these butter yellow shopping picks will be the perfect addition to your spring wardrobe!