To get technical, Mair brought this back to psychology and our internal instinct of survival. “We depend on sunlight for survival, with exposure to sunlight triggering the release of the neurotransmitter serotonin (which promotes feelings of happiness and wellbeing) in the brain.”

Clearly, it seems there’s a lot more behind our gravitation towards certain shades than just us liking the look of them; our emotional response, according to Mair, is “a result of both these biological and cultural associations that mean the colour yellow can uplift mood and promote feelings of warmth, hope and optimism”. Perhaps after a tough couple of years across the globe, the luxury fashion labels are hoping to spark joy with their latest collections.

Yellow was spotted all over the Milan Fashion Week catwalks, but what does the colour do to our emotions?