Green has become an it-color—as predicted—thanks to growing buzz around AI, "brat summer", the '60s aesthetic, tenniscore and more. Below, discover the journey green has taken from 2023 to now and how this color will continue to grow and evolve through Fall/Winter 2026.
Initially, we saw the rise of green back in 2023—as mentioned in our 2024 Color Forecast—as interest in the digital age drove the color towards fresh, futuristic iterations. An AI-feeling lime green with acidic hues began to emerge among Gen-Z and was aligned and undoubtedly furthered, thanks to Charli XCX’s “brat green” over this past summer. Limelight green—or Coloro’s “green glow”—is now experiencing accelerated growth and is sure to continue its rise through 2025.
Retro greens such as matcha green (9.8M views on TikTok) and sage green (834M views on TikTok) also began to take off during 2023— nostalgic influences being the driving force behind the trend. Thanks to pop culture influences from Palm Royale and Zendaya’s Challengers press tour, an array of soft greens reminiscent of the ‘60s grew in the market. Plus, note Chloé, Coach and Emporio Armani’s SS25 collections that displayed muted matcha and sage greens.
Zendaya’s role in Challengers kick-started a reboot within tenniscore, and a rise in pickleball, too. Kelly green, currently up +44% in market adoption to last year, made a resurgence in apparel and accessories relating to tennis, pickleball and all things country club, particularly over this summer. We also saw kelly green resonate within activewear sets, seen at Athleta and Aerie.
Kelly green has evolved into “wicked” green, thanks to the new musical Wicked and Cynthia Erivo wearing nothing but green during the film’s press and release. Elphaba’s green skin is a more acid toned kelly green—just like the latex Louis Vuitton dress and fringe cape Cythia wore at the LA movie premiere. The Wicked’s wardrobe color scheme also included darker greens like emerald which are proving popular, too.
Making nods to the old money aesthetic, emerald green (+12% to LY) has made a statement within the market just in time for the holidays. Think velvet green gowns, deep green Christmas sweaters and emerald accessories. This hue gives an air of vintage wealth that is classy and timeless—sure to be seen more throughout next year.
Another dark green, aventurine green is an even richer tone with an almost blue-ish hue, inspired by the aventurine quartz. This color is most saturated within the luxury market and up +13% to last year in searches, and we expect to see this color through Fall/Winter 2025 and 2026, too.
Green has become an it-color in recent years thanks to pop-culture and designer adoption on the runways, but we haven’t seen the last of it yet. These colors will continue to be major market movers over the course of the next year.
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