In 2024, the color green has emerged as the dominant hue across various aspects of life, from fashion to food, home decor to politics. Pantone’s prediction of “peach fuzz” as the color of the year was quickly overshadowed by an explosion of greens in every shade imaginable. From olive and moss to swamp and brat green, this year’s obsession with green reflects a deeper cultural shift and emotional undercurrent.
The trend began subtly in home decor, where sales of green sofas saw a dramatic rise. Retailers like John Lewis and Loaf reported significant boosts in green furniture sales, with shades like “pressed olive” and “lime” becoming customer favorites. Independent fabric brands also saw a surge in demand for green tones, while even 1970s-style avocado bathroom suites made a comeback. Pinterest noted a staggering 3,000% increase in green home decor searches by autumn, signaling the growing popularity of the color.
In fashion, green made its mark on the catwalks. Prada’s spring/summer 2025 collection featured emerald cardigans, collars, and tights, while McQueen and Gucci showcased military greens and olive tones. The color also made its way into food culture, with TikTok’s viral cucumber salad trend, matcha lattes, and even matcha beer gaining widespread attention. Green became a symbol of freshness, health, and the natural world.
But it was Charli XCX’s album cover for Brat that truly brought green to the forefront. The vibrant, almost neon shade of green became known as “brat green,” a brash, rebellious color that quickly permeated popular culture. The color’s rise coincided with political upheaval, with green symbolizing a desire for change and a rejection of the status quo. As the Green Party gained ground in the UK, the color’s association with activism and political unrest became clear.
Fashion and beauty trends also embraced this shift, with green nail polish and accessories becoming a statement of defiance. For many, wearing this bold color felt like a rejection of traditional notions of beauty and taste. According to color psychologist Lee Chambers, green’s popularity is linked to a collective yearning for change and a return to a simpler, more grounded way of life. This desire for authenticity and nature’s calming influence was especially evident in a year marked by increasing digital culture and societal pressures.
The color green also made a major splash in the entertainment world. Actress Cynthia Erivo’s Oscar look in a dark teal Louis Vuitton dress set the tone for a year of green-drenched promotional campaigns for Wicked. Erivo’s green ensemble, along with other appearances featuring green tones, brought the color to the forefront of fashion, reinforcing its place in the cultural zeitgeist.
As the year draws to a close, green remains ubiquitous. With the holiday season in full swing, green is the go-to color for festive decor, clothing, and accessories. However, there are already whispers of a shift for 2025, with predictions pointing toward pistachio green as the next big thing. Pantone has announced that “mocha mousse,” a soft brown shade, will be the color of the year for 2025, signaling a potential move toward more muted, earthy tones. After the chaotic vibrancy of 2024, brown may provide the calm, subdued palette many are craving.
In the end, 2024’s green moment reflects a broader cultural desire for change, authenticity, and a reconnection with nature. Whether in fashion, home decor, or food, green has been a symbol of hope, rebellion, and renewal.
