When you notice this specific shade of blue, you’ll see it everywhere. It’s on the walls at your trendiest local coffee spot. It’s the accent shade inside the Instagrammed living rooms of that influencer you follow. It’s in the logo for your friend’s new creative consultancy startup.
This is Gen Z blue, a variation of the saturated cobalt known as International Klein Blue (IKB), which has swiftly become the latest signifier of cool. Experts say that people are drawn to these trendy blue tones, not just because of fashion, but because it has a calming effect in times of economic uncertainty and political volatility.
