It has already been singled out as next season's colour thanks to its abundance on the New York catwalks.
And now London is playing its part in cementing orange's status as the new black.
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But it was the front row, rather than the runways, that shone with tangerine hues at the House of Holland show on Saturday.
Pixie Geldof wore an oversized orange t-shirt that she paired with an ethnic-style blue skirt, whilst Jaime Winstone opted for a plain knee-length shift dress in the same hue.
Eliza Doolitte, meanwhile, wore a slightly more muted version of the hue with her cropped t-shirt teamed with a patterned black skirt.
They were joined by Olivia Palermo and Nicola Roberts in the front row.
Designer Henry Holland described his inspiration as "skinheads, the film Leon and furniture by the Spanish artist Jaime Hayon".
And he presented an eccentric selection of pastel-coloured shirts, cloud-printed denims and bold animal prints.
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