Chances are if you’ve been well, anywhere lately, you’ve come across millennial pink.
The term, which now encompasses anything from a muted Barbie pink to more of a peachy or beige colour, is everywhere, from shoes and clothes, to bedding and homewares.
So… why does this particular hue strike such a chord with the millennial masses?
The Cut writer Véronique Hyland mused last year that this new shade of pink is different from the sugary-sweet, bubblegum shade of our past.
It’s not the pink of Barbie convertibles or even of Paris Hilton’s Juicy Couture velour tracksuits.
“It’s ironic pink, pink without the sugary prettiness,” she wrote.
“A cohort raised to distrust pink has turned contrarian and embraced a muddied, faded version of the colour.”
Listen: Goodbye, flower crowns. It was nice having you.
In 2017, among a generation that believes gender and sexuality is fluid, pink is making a comeback.
Of course, it helps that millennial pink is flattering on anyone (and anything), and easy on the eye.
So it’s no surprise the shade, sometimes dubbed ‘Tumblr pink’ or ‘Scandi pink’, has now become popular among brides-to-be planning their big day.
Yep, as we approach spring (known to those of us at a certain age as “wedding season“) prepare to see A LOT of millennial pink.
Whether it’s in the flowers, the table settings, the bride’s accessories or in the bridesmaids’ dresses, the colour is becoming a go-to choice, according to wedding suppliers White Runway.
"We know pinks and blush tones are always on-trend bridesmaid dress colours, but Millennial Pink will be the colour for spring bridesmaids," they said.
And we don't see it going anywhere anytime soon.
Have you been noticing millennial pink more and more?