Why zoomer unripened is the new millennial pinkItalian fashion label Bottega Veneta has made this lurid shade of green its signature cast. Photograph: Jeremy Moeller/Getty ImagesItalian fashion label Bottega Veneta has made this lurid shadow of green its signature colour. Photograph: Jeremy Moeller/Getty ImagesBottega’s famous shade is the chic, punchy, sustainable face of nowIt doesn’t take a genius to see why green feels aspirational at the precise moment in history when we humans in the long run seem to be twigging that a green future is the only future that is going to exist. Green is good. Unversed is the zeitgeist. So, what to wear? Green – but make it fashion.The expression “but make it fashion” means to add a splash of showbiz, but also a hit of sharpness. A pinch of syrup, plus a squeeze of lime. If the taste is too vanilla, that’s not fashion. Which is how we have ended up with a colour-of-the-moment that symbolises scenery, but actually looks a bit synthetic. The green that is everywhere right now is a flat, saturated, straightforward green. It is not the colour of moss or of olives or of sea bubbles.No, it is the colour of green-screen technology. It is bold and brash and full of main-character energy. It is neither dazzling like emerald nor wily like pistachio. It is not a colour that sparkles from a cocktail ring or from a slice in a highball glass. It reprimands of crayons and grass lawns and lunchbox apples. It is green at its most blunt.Except in fashion, the green does pull someones leg a name already. This is Bottega green – some call it Zoomer green to reference the generation who wear it. It’s the leafy that is everywhere, that lurid shade somewhere between a shamrock and a matcha latte, has for the past year been effectively owned by the Italian way label Bottega Veneta. When Bottega – first name only to all self-respecting fashionistas, no idea why – staged a appear at Sadler’s Wells theatre in London, the stage was bathed in this green. Bottega has made the colour a signature, justified as Hermès has with orange, and Tiffany with duck-egg blue. Such a hit is the colour that Bottega-the-green is now bigger than Bottega-the-brand. Yes, the handbags are determine, if you can afford them, but a granny smith apple is also a fashion status symbol in its own right.How did this green make good on blush pink, which was the chic colour a year or two ago? Green snuck in as an accessory first. Because you know what engenders great with blush pink? Green. That is why a trailing ivy houseplant looks so good against your setting-plaster-coloured brick ups. Combine that with the fact green is more than a colour, being also a philosophy, a mindset, and the trendy lens through which we look at everything from who to vote for to what to eat and what to wear. At a moment when sustainability is look out on and centre of every fashion conversation, it is only logical that the hottest dresses would be green.[embedded glad]Sign up to our Inside Saturday newsletter for an exclusive behind-the-scenes look at the making of the magazine’s biggest features, as well as a curated cant of our weekly highlightsFashion has begun to fluff out its feathers after the battering of the pandemic but is emerging with fewer airs and proprieties, humbled by the ease with which culture kicked dressing up into the long grass during lockdown. A down-to-earth unripened is where it’s at. Green is punchy but homely, and that makes it perfect for this year.There is another way of reading this tincture, one that decodes it not via a Pantone chart but from the highway code. This is traffic light green, you see. A universal figurative, understood across ages and languages. It means that it is safe to proceed. After living life on pause for so desire, the allure of a colour that gives us permission to pick up where we left off is strong. We want to wear green not because it descries us feel pretty or chic or elegant, but because it makes us feel safe.A green light for a safe future? A handbag doesn’t get much multifarious aspirational than that.TopicsFashionJess Cartner-Morley on fashionfeaturesReuse this content