Voted Pantone colour of 2025, butter yellow remains a star shade — with fans in every field. Spotlight on this sunny tone that has captivated the AMV team for months.
Cover photo: American Vintage
#1: American Vintage’s butter yellow
This season, AMV’s butter yellow joins forces with brighter and more pigmented shades. Regardless of style, it dresses up silhouettes to wear in the comfort of your home … but also more unique and fashion-forward pieces. “It’s a colour that we choose for different materials, from the most flowing to the most structured. Not quite beige, but not 100% yellow either, it goes with everything, from morning till night,” explains the Marseille brand’s style team.
Photo: American Vintage
#2: Madeline Cash’s new book
This year, three years after her first novel, author Madeline Cash releases Lost Lambs. In this contemporary family saga, we delve into the life of the Flynn family — and, more particularly, the three daughters. If you’re still not convinced, maybe this blurb by Lena Dunham (who’s behind the amazing series Girls) will change your mind: “From magical realism to magical nihilism, Madeline Cash is a voice like no other. Her novel of normal people breaking down under the most abnormal circumstances will shift the way you see the family and community into something operatic, strange, and profound.”
Photo: All rights reserved
#3: Whipped butter
Whether inspired or not by Antoine Vollon’s Mound of Butter, the whipped mountains sculpted by Atelier September have travelled around the world — on social networks. The recipe by the Danish restaurant, nestled in Copenhagen’s ultra-cool Frederiksstaden neighbourhood, was so successful that the teams added it to their book … and showcased it on the cover. In case you want to eat it by the spoonful at home.
Photo: Atelier September
#4: Momo Gordon’s drawings
Based in Portland, Oregon, this artist is known for her minimalist style: black pencil lines on delicious butter yellow paper. The scenes that she traces are diverse, wavering between real-life settings and more imaginary representations. Here and there, touches of colour in her work reveal a deep love for primary shades.
Photo: Momo Gordon
#5: Petit Vendôme’s jambon-beurre sandwich
We can’t talk about butter yellow without mentioning one of the most straightforward culinary creations in the world. In Paris, this ham and cheese sandwich from Petit Vendôme is an icon. In fact, it’s so famous that this Auvergne restaurant has been visited by a long list of celebrities — including Kate Moss and Mark Zuckerberg. The eatery owes its success to its strategic location (just steps away from the famous Place Vendôme), but also, and especially, its extremely well-sourced ingredients.
Photo: @makis.papantoniou
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.