How swamp, olive and brat came to rule 2024

Wherever you look, from the catwalks to FoodTok, one colour has dominated this year. What does our obsession with green say about how we’ve been feeling over the last 12 months?

As with many of this year’s big political predictions, the pollsters got it wrong. Pantone declared last December that “peach fuzz” – a honeyed-take on the previous Barbified year – would be the colour of 2024. Instead, this has been the year of green in all its glory.

I thought I was being original when I re-covered my sofa in a velvet moss green only to discover that the rest of middle England were also at it. John Lewis reported that sales of green sofas shot up by 32% this year. Sofa company Loaf says similar – it launched the colour “pressed olive”, which has been its most popular to date. Independent fabric brand Colours of Arley say “lime” and “swamp” were its most-requested shades, while fashion designerturned ceramicist Henry Holland says he has spent the year “constantly remaking [olive] green-and-white striped mugs and chalices to keep [them] in stock”. Even 1970s avocado bathroom suites were back and, by autumn, Pinterest reported that searches for green home decor had risen by almost 3,000% in a year.

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