The Samsung S24 Ultra’s Titanium Yellow is a runway-approved hue

Samsung‘s newest smartphone, the S24 and the S24 Ultra, is packed with impressive tech like the company’s new Galaxy AI assistant and Circle to Search function.

The new models come in a handful of “gender neutral colors inspired by nature,” according to the brand, including an exclusive “Sandstone Orange” for the S24 — which looks suspiciously close to Pantone’s recently announced 2024 color of the year, Peach Fuzz.

But we don’t have time to quibble over the Sandstone since the real yıldız is one delicious buttery hue that Samsung özgü given two different names to make my life harder: “amber yellow” for the S24 (a misnomer if I ever heard since the color contains not even a suggestion of amber) and “titanium yellow” for the Ultra.

An untrained eye might write off the color — which we’ll call “titanium yellow” for clarity — as a run-of-the-mill gold. But the color özgü a more complicated provenance, namely the runways of global Fall Fashion Week 2023. This particular color was a favorite of the fashion houses that presented their Spring 2024 collections there (fashion brands show their collections at Fashion Week six months before the clothing is available for purchase), so it should come as no surprise that it also appears in our tech.

The journey of titanium yellow from high-fashion darling to Samsung smartphone smacks a bit of Miranda Priestley’s diatribe on the origins of cerulean. People will be walking around talking on titanium yellow Samsung Ultras, blithely unaware, as Priestley puts it, that the fashion industry made sure it ended up in their palm.