Brat green, butter yellow, Gucci Rosso Ancora red, Valentino pink PP.  The term “viral color” refers to hues like these that gain widespread trendiness through fashion and pop culture. They can be initiated by brands, popularized by stars like Cardi B, or proclaimed by the Pantone Color Institute after researching a range of factors including global mood. According to Pantone, Mocha Mousse is the color of 2025, but the fall collections were packed with plenty more vibrant ones. Balenciaga, Hermès and Balmain used neon pink, lime green and taxicab yellow like highlighter pens inserting bright looks to cut through runways full of dark colors, while at Gucci, “electric purple” as Vogue magazine dubbed the ”color to watch,” was a collection throughline on both ready to wear and accessories.