According to the sales data of Samsung, “gold is the new black.” In a press release today, the Korean company says that there is an unprecedented demand for the Gold Platinum variant of the Galaxy S6 and Galaxy S6 edge.

As per Samsung, one in every four consumer wants to purchase its latest flagship in gold color. The demand is so high that the Gold Galaxy S6 and S6 edge are almost out of stock in the European market. This has led Samsung to “intensify” their production of the Gold Platinum variants of its flagship handsets to meet the demand.

Conor Pierce, Vice President IT and Mobile, Samsung Electronics UK and Ireland said: “For several years, black and white smartphones were the colours of choice for mobile trend setters. However, based on the early feedback we are getting from the market, consumers are becoming much more extroverted in their colour preferences.

The press release from the Korean company also includes an explanation from Lifestyle Psychologist Donna Dawson on why gold has become the new black for consumers. You can find her explanation in-depth here.