According to Pantone, Viva Magenta is the color of the year
Done is like not red. Not quite pink either. More like a hybrid of the above. With blue-purple undertones.
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The color that Pantone has dubbed Viva Magenta as the trend color of the year for 2023.
And with that, it must set the tone, among other things, within fashion in the new year.
But it is a truth with modifications, says color expert Dagny Thurmann-Moe.
Are you ready for this trend?
– Yes, we can find the magenta color in the trend picture, but it will not be mostly within the work, interior or architecture, she says to KK.
According to her, Pantone has «swollen descriptions» of colors which primarily symbolize the status of American society. That’s how it has been for the last five years.
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Thurmann-Moe believes that it is natural to have a backlash after 20 years of «shades of beige, white and grey». She is therefore not surprised by the choice of this year’s colour.
– This backlash was well under way before all the crises we found in the now happened, but the use of color and the era were clearly reinforced by exactly what Pantone calls unconventional times.
She describes the color Viva Magenta as «a rose tone that is almost red».
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– We have common association sets for what we call the main colors in the color circle, but not specific shades like this. In general, we associate warmer colors with optimism and strength, and we can assume that the color will have the same set of associations, she sums up.
– Why do we need this type of color now, do you think?
– It is quite typical in a way that we dress and decorate to become more challenging when the world feels unsafe. It is about several things, for example the need for the feeling of freedom and wildness, but also feelings of safety and calm. Humans are mammals, and our natural surroundings are very colorful and changing throughout the year. There is a lot of research that supports the fact that we function better in environments that are not colourless. This also applies to the way we dress. So in many ways, we can become more in touch with our needs when we know that it is raging around us. Then the color becomes important.
Believing that this color will dominate the trend picture, she still doesn’t believe.
– It is rare that the various actors manage to agree on what is the most important color for a year, and this is often because everyone and no one is really right. More colors will always be right and help to explain our society, explains theirs.
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Thurmann-Moe also highlights large regional differences, even in the Scandinavian countries, she says.
– For example, Norway is a country that uses considerably more color than neighboring countries, both in interior design and fashion.