Victoria Beckham and Kate Middleton are leading with this season's most unlikely colour
Yellow? Yellow? Hands up, we never thought this was going to catch on.
Sure, Gucci, Stella McCartney, Burberry, Emilia Wickstead and Christopher Kane all trotted out glossy examples of the hue in their spring/summer 2016 shows, but honestly, we weren't going to back that horse in The Real World.
We were wrong. We can admit that now.
The good people at Pantone were way ahead of us, having predicted early on that 12-0752 Buttercup would be one of the top 10 colours of the season.
High-end fashion website Net-A-Porter has noted a 100pc increase in sales of yellow products from May to June - if you're quick you may yet get your hands on the Marysia scallop bikini (FYI, scallop-edged swimwear is also A Thing this summer). Meanwhile, over at House of Fraser, its swishy bright yellow pleated midi skirt has been a strong hit.
Natalie Kingham, buying director at Matchesfashion.com, attributes the success of the hue to its "skin-brightening, mood-lifting effect. Whether your style is feminine or rock'n'roll, brands from Christopher Kane to Roksanda are proof the optimist colour has universal appeal."
She advises wearing with denim, cooling it down with black, or go the full-immersion look and wear it head-to-toe.
This success may have well have been buoyed by its advocates in The Celebrity World. Victoria Beckham has twice been photographed in zinging jaune.
We were particularly fond of her head-to-toe effort - a silky mac with black buttons thrown over a matching wrap dress - it didn't look in the least bit look bumblebee.
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At the V&A summer party in London, Kyle wore a flowing Chloé number, then Kate Middleton rolled out her Roksanda banana-power dress for Wimbledon. Kim Murray watched her husband snag his second men's title in sunshine Jenny Packham.
Even new British prime minister Theresa May, on her first day in her new job at Downling Street, was sporting a block of yellow.
There are still various yellow-y bargains to be had in the summer sales, but the key is to find your shade - neon is not for all. And don't be afraid to mix it with dark or muted colours - greys, blacks and navy are all great with yellow.
The winter style season will be an onslaught of autumnal mid-century shades, so for anyone concerned with such things, veer more to the side of mustard.
If you're the type to whom a heatwave signals it's the right time to get ahead and buy a winter coat, Harris Wharf has an excellent single-breasted Dijon number currently available on Avenue32.com.