PANTONE’S 2023 COLOUR OF THE YEAR
The colour that PANTONE chose for the year to come is 18-1750 Viva Magenta, a deep pinkish red. Pantone is a globally recognized sorter and systemizer of colour.
Meeting the natural and the digital
« Merging the warmth of the natural world with the endless, rich possibilities of the digital space » are the words that Elley Cheng, PANTONE’s vice president and general manager said on Thursday December the first.
2023: Welcome to the « magentaverse»
Laurie Pressman, vice president of the PANTONE Color Institute, linked Viva Magenta to the way our human lives have changed during the pandemic. This colour stands as refusal to step back to the life we once considered normal. Instead, PANTONE describes this shade as a way to embrace the experience we have had to look upon this as an opportunity to change the narrative for ourselves and to have a new vision. This colour is an open wide door to a whole new way of living.
Expressing the shade
The expression of this upcoming year’s colour involved an experimental merging of human trend experts and artificial intelligence. After the experts at PANTONE chose the shade, folks at the design firm called Huge entered text descriptors into the AI art generator.
A symbol of courage and creativity
Aside from AI and COVID-19, PANTONE said, another major influence in its choice was the red hue of cochineal, a natural scarlet dye made my pulverizing certain insects. This hue is meant to inspire fearlessness and courage. Viva Magenta presents itself as « courageous presence » that encourages personal inventiveness and creativity.
Viva Magenta in the Fashion wold
Vigor. Progression. Strenght. Nature. Renewal. These are the words Vogue used to describe Viva Magenta. We have seen a lot of this colour in the last runways, especially in male Fashion at Dior and Gucci for exemple.
Gala Belén Dionne 
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