The American color firm Pantone has picked Viva Magenta, a bright pink evocative of blush, as the 2023 color of the year
Pantone Color of the Year 2023 is "Brave and fearless" Viva Magenta
Pantone's Viva Magenta 18-1750, described by the company as "an unconventional red for an unconventional time" is a lively pinkish color with touches of purple that belongs to the red color family.
"It's assertive but it's not aggressive – we refer to it as a fist in a velvet glove," said Laurie Pressman, vice president of the Pantone Color Institute.
Pressman told Dezeen, "It's a brave and fearless red shade that vibrates with vim and vigour," "Its exuberance promotes optimism and joy."
Each year, the Pantone Color Institute, a trend-forecasting research department, chooses the color. According to the company, this year's color choice symbolizes the "rebellious" mood of the moment as well as the revived interest in creative innovation in the aftermath of the coronavirus outbreak.
"Audacious, witty and inclusive of all, Pantone 18-1750 Viva Magenta welcomes anyone and everyone with the same rebellious spirit," the brand added.
"Powerful and empowering, it is an animated red that encourages experimentation and self-expression without restraint; an electrifying, boundaryless shade that is manifestly 'out there' and is a stand-out statement."
Magenta pinks are already popular in the fashion and beauty communities, according to Pantone Color Institute research. It anticipates that the internal world will follow suit.
Valentino, an Italian fashion label, debuted a magenta pink fall/winter collection earlier this year, and models have been wearing similar tones on their eyes and lashes.
"It's a great colour for reflecting light, which gives it a sense of fantasy and glamour," Pantone Color Institute member and trend forecaster Jane Boddy said. "It's so flattering across all skin tones and all genders."
"Traditionally you would imagine this be a colour for the lips or the cheeks whereas now we're seeing it as a solid eye colour in a painterly stroke," Boddy continued.
Despite being in the red color family, Pressman claims that Viva Magenta is not as anticipated as "aggressive" as typical reds because to its pinkish tint. Red has long been associated with fury and danger.
"When you think about a red, this is not the shade you're thinking about," she explained. "You're thinking about more of a true red, a classic red or an orange-red, not really these pinky red tones."
Despite its relevance in today's culture, the vivid pink, according to Boddy, is still entrenched in nature, where it may be found in tropical flowers and insects.
"One of the biggest inspirations behind this was also the natural world," said Boddy. "You can kind of imagine these sort of colors in the natural world and it has a slightly exotic feel to it."
Pantone has picked pink as their color of the year several times before. For 2016, the color manufacturer picked Rose Quartz, a softer pastel pink with rose tones, and Serenity, a tranquil light blue.
It picked Very Peri, a purple defined by Pantone as "a periwinkle shade of blue" as its color of the year last year.
Interiors expert Michelle Ogundehin called time on Pantone's color of the year exercise, noting in an article on Dezeen that "it's time to reconsider the whole colour of the year carnival"
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