In 2024, green became the dominant color across various sectors, from fashion to home decor, food trends to political movements. Pantone’s prediction of “peach fuzz” as the color of the year was quickly overshadowed by a surge in green’s popularity, with shades like swamp, olive, and brat emerging as cultural symbols. This unexpected rise in green hues can be interpreted as a reflection of the collective mood and anxieties of the year, capturing the desire for change, rebellion, and a return to nature.
The trend was evident in home decor, where green was everywhere. John Lewis reported a 32% increase in sales of green sofas, while independent fabric brands like Colours of Arley saw lime and swamp green topping the list of most-requested shades. Loaf, a sofa company, launched its “pressed olive” range, which quickly became a customer favorite. Even the once-retro 1970s avocado bathroom suites made a comeback, and Pinterest reported a 3,000% increase in searches for green home decor. This green revolution extended to fashion as well, with designers like Prada and McQueen showcasing emerald and olive tones on their spring/summer 2025 catwalks.
The food world also embraced the color. TikTok influencers, such as @logagm, made cucumber salads a viral sensation, and matcha continued its dominance, appearing in everything from matcha beer to matcha caramel foam. The color green, in its various forms, became a symbol of wellness, health, and perhaps a longing for simpler, more natural times. Green foods, especially cucumbers and matcha, became staples in the daily lives of many, reflecting a broader cultural shift towards sustainable and organic living.
However, the year wasn’t just about calm, natural greens. In June, Charli XCX’s album cover introduced a bold, almost neon shade known as brat green. This brash, attention-grabbing color, reminiscent of Nickelodeon slime, became a symbol of rebellion and defiance. It quickly spread through the culture, with green nails, clothing, and even political campaigns adopting the color. In East London, salons had to order more green nail polish as the demand for this audacious shade grew. The brat green moment encapsulated a desire to break free from the constraints of traditional beauty standards, signaling a rejection of the need for tastefulness and a celebration of boldness and individuality.
Kassia St Clair, author of The Secret Lives of Colour, suggests that this sudden surge in green reflects our anxieties about the increasingly digital world. Green, in its natural, earthy forms, offers a sense of wholesomeness and nostalgia, providing a sense of comfort amid the chaos of modern life. It also speaks to a collective yearning for change, a theme echoed in the political landscape. The rise of the Green Party, which saw a significant increase in support and representation in the UK, was another indication of the cultural shift towards embracing green as a symbol of progress and transformation.
In the entertainment world, the musical and theatrical promotion of Wicked further reinforced the dominance of green. Cynthia Erivo, starring as Elphaba in the highly anticipated film adaptation, wore a series of striking green outfits, including a dark teal Louis Vuitton dress at the Oscars and a hyper-green latex bodycon at the Los Angeles premiere. The color green, particularly in its association with Elphaba, became a symbol of empowerment, defiance, and nonconformity, aligning with the broader cultural trend of embracing individuality and rejecting societal norms.
As the year draws to a close, the question remains: will green continue to dominate in 2025? While John Lewis predicts pistachio green will take over next year, Pantone has already named “mocha mousse,” a soft brown, as its color of the year. This shift towards brown could signify a desire for stability and calm after a tumultuous year. In the face of the chaotic, fast-paced nature of 2024, brown may offer the subdued, grounding presence many are craving.
Green’s reign in 2024 was more than just a passing trend; it was a cultural moment that reflected our collective hopes, fears, and desires. Whether it was the boldness of brat green or the calming embrace of olive and moss, the color’s popularity tells a story of a society seeking change, rebellion, and a connection to nature. The future may bring new colors, but the green wave of 2024 will undoubtedly leave its mark.
