Not just another pretty colour, the resurgence of pink comes with broad cultural overtones
Hue’s popularity about much more than fashion trends
Is blush the new black?
Few colours have stood out on the spectrum in recent seasons as prominently as pink — in all its forms. From vivid fuchsias to soft rosy hues, pinks have been on full parade.
So, what’s pushing all things pink to the forefront of fashion — and even home decor? Is it pop culture? A particular designer? A celebrity? A viral video, perhaps? Or is it something bigger?
“A colour becomes popular because it’s symbolic of the age we’re living in,” says, Leatrice Eiseman, the executive director of the Pantone Color Institute. “Colour has a way of unifying us in a shared emotional experience.
“In the same way that colour brings us together, it can also set the tone for the social and political climate of a generation.”
So, what does the popularity of pink, a colour that has been long been utilized as a harbinger of gender identification, signify for the current generation?
According to Eiseman, it has much to do with the ongoing gender discussions that have ramped up in the past few years thanks to increased LGBTQ awareness and celebrities such as Laverne Cox and Caitlyn Jenner.
“When we selected Rose Quartz (a soft pink) and Serenity (a muted blue), we believed — and still believe — the combination represented a unilateral approach to colour that’s reflective of societal movements toward gender equality and fluidity,” she explains of the hues, which were Pantone’s picks for Colour of the Year in 2016. “Lines have never been so blurred.”
She says the expanded emphasis and acceptance of the colour points to a greater desire for harmony.
“The popularity of pinks in particular demonstrates a yearning for calm, reassurance and unity,” she explains.
So, how does a hue become, well, an “it” colour in the institute’s eyes?
The Pantone team picks its colour of the year through “thoughtful consideration and trend analysis,” according to Eiseman. A colour’s influence on a variety of industries including entertainment, art, travel, fashion and more are debated before a hue is named in December.
“Influences may also stem from new technologies, materials, texture and effects that impact colour, relevant social media platforms and even upcoming sporting events that capture worldwide attention,” she explains. “For 17 years, Pantone’s Colour of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home furnishings and industrial design, as well as product packaging and graphic design.”
While the invasion of pink has been occurring at an increasing rate in recent seasons in fashion, few hues have captivated the collective consciousness quite as effectively as the colour that’s been dubbed “Millennial Pink”.
You can see the subtly muted shade of pink in action on everything from Drake’s album art for the song “Hotline Bling” to the boxes and packaging of it-brands including Acne Studios and Mansur Gavriel.
“‘Millennial pink’ is not bubble gum pink, it’s obviously not a bright pink or a fuchsia. It’s unobtrusive, subtle and inviting,” Eiseman says. “There’s a healthy glow that’s attached to shades of pink like this — like the flush of a cheek.”
And the hue (as well as subtle variations of it) appears to be everywhere. Especially in the fashion realm.
“Pink is a very versatile colour and it definitely seems to lend a feeling of happiness and love. Depending on the shade or pigment it goes well with most complexions making it accessible for all,” says Samara D’Auria, a spokesperson for H&M.
“At H&M, we embraced pink for both men and women this spring when we showed hot pink on the catwalk in Paris.”
In fact, D’Auria says some of the most popular pink items in the retailers’ stores are those situated in the men’s department, where the hue is popping up in a more muted form.
“With spring quickly on our heels, you’ll see a lot of our ladies’ spring campaign pieces anchored in lighter softer pinks complemented with dusty pastel greens,” she explains. “And for men its more of a dusty rose.
“Men look great in pink as do women.”
In addition to providing a plethora of pink items for men and women, H&M recently launched a unisex denim collection that D’Auria says is intended to, “challenge the norms and rethink traditional menswear and womenswear, borrowing both materials and silhouettes from each other.”
And they’re not alone. While most retailers — ranging from Sears to Holt Renfrew — are offering pink items for men and women in their shops this season, an increasing number of brands are introducing gender-neutral collections including GUESS, GAP and Zara, to name a few.
So, how should you integrate the “it” colours into your wardrobe this season — and beyond? According to D’Auria, it’s all about introducing all things pink into your look as accents and accessories. At least at first.
“Try any shade of pink as an accent colour, or marry it with a new neutral like navy, denim or olive-khaki,” she suggests.
Or else, embrace the pink parade to the fullest and wear it head-to-toe.