Viva Magenta, the color of the year 2023

The eye-catching red-pink color Viva Magenta has been named by the color authority Pantone as the color of the year 2023

“It is a new animated red that revels in pure joy, encourages experimentation and self-expression without limitations, an exciting and limitless hue that manifests as a striking statement. Pantone 18-1750 Viva Magenta welcomes all and sundry with the same zest for life and rebellious spirit. It’s a color that’s bold, full of humor and inclusive of everyone,” the American Color Institute said of the color.

For inspiration, FashionUnited has collected some looks from the catwalk in the color, or variations of it:

Image: Off-white AW22 via
Image: Off-white AW22 via
Pantone’s Color of the Year, Viva Magenta. Property: Pantone
Photo: Prabal Gurung SS23 via
Image: Coperni SS23 via
Image: Issey Miyake AW22 via
Image: Blumarine AW22 via
Image: Act No. 1 AW22 via
Image: Andrew GN FW21 via
Image: Courreges SS23 via
Background: How does fashion affect colors and what effect do color trends have on fashion?

Fashion changes over time. Trend watchers like the Dutch Lidewij Edelkoort and Belgian
Hilde Franck, pay close attention to changes in society and their influence on fashion and colour. They translate the development into trend forecasts, which are already made around two years before the clothes hang in the shops.
Color trends are part of these forecasts. For example, Lidewij Edelkoort announced over two years ago the great (re)introduction of brown. She reported in June 2019 that brown will replace black as the IT color in the next 30 years. Brown can now be found in almost every fashion collection, and many a fashion store and wardrobe.

In addition, leading color experts/institutes incl Pantone
and Coloro, deals exclusively with color advice and forecasts. For example, the American Color Institute annually appoints Pantone a color of the year and reports on leading fashion weeks such as New York Fashion Week and London Fashion Week in the form of color cards. They analyze what designers have shown in fashion collections and record what the color palette will look like.

In short: Trend watchers and color institutes have a direct influence on fashion, while fashion also has a direct influence on color trends. Trends are dictated from the catwalk. The clothing industry takes the catwalk designs as a model. Design is translated to the taste of the fashion-following group. So it works both ways.

Image: Issey Miyake SS23 via
Image: Gucci SS23 via
Image: Gucci SS23 via

This article originally appeared on FashionUnited.NL. Translated and edited by: Rachel Douglass.

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