6 days ago
‘Here to stay': Kmart designer doubles down on ‘millennial green' homewares trend despite social media backlash
Budget retailer Kmart has insisted its ubiquitous 'millennial green' homewares are 'here to stay' despite growing backlash to the bland shade on social media.
'Millennial green' is a popular buzzword for a number of muted, earthy greens that are supposedly popular with those aged somewhere between 29 and 40.
The colour's dominance in the low-cost homewares market arguably peaked in January when Newsweek magazine declared the shade was 'taking over'.
On TikTok, the shade has been the target of several scathing reviews with critics arguing the colour was low-effort and bland looking, similar to the infamous 'sad beige'.
'Millennial green is the new sad beige,' one popular interior design TikToker declared in April.
A peruse of the Kmart website shows dozens of homeware items currently for sale in the dreaded shade, ranging from linens to bowls and even a millennial green toilet brush.
In a new interview with Kmart buyer Nic Holmes doubled down on the retailer's use of millennial green and insisted the shade was not going away.
'Millennial green is here to stay,' she said.
'I fall into the category where everyone loves it, and I look around my house and think, 'ohh, I've got a lot of green'''.
The buyer revealed that Kmart designers working on homewares which will not hit shops until 2027 are still 'carrying on' with the polarising colour.
'The design team, who are currently working two seasons ahead in 2027, are still seeing green introduced and carrying on,' she said.
Kmart's impassioned defence of millennial green comes as the retailer has increasingly pivoted to selling 'dupes' of luxury items for unbelievably low prices.
In February, the retailer went viral after dropping its own version of Dior's 30 Montaigne short necklace for just $6.
