The trend research institute WGSN, together with the global color authority Coloro, presented the most important colors for the fall/winter 23/24 season.
The duo’s selection aims to reflect “the different walks of life and the many facets,” according to a press release, as people adjust their lifestyles to focus on building a vision of the future.
Colors for different lifestyles
WGSN added that the key colors embody different lifestyles and seek to represent the motivating forces that drive people with elements such as healing and transformation.
Commenting on the selection, Jenny Clark, Head of Color at WGSN said, “Our key colors capture consumers’ evolving behaviors and are sensitive to their changing emotional states and lifestyles.
“We believe that confidence will return and that vibrant, energetic colors associated with travel and discovery will rekindle the imagination.”
“These versatile colors have cross-seasonal qualities that reflect the importance of responsible color choice, and we expect them to continue into 2024.”
Digital Lavender
The selection starts with Digital Lavender, which was named Color of the Year 2023 by the duo. The hue matches the growing demand for health-enhancing digital therapies, as powered by immersive virtual reality (VR) platforms that offer gamified wellness experiences.
WGSN recommends brands use the hue across smart fitness, wearables and exercise-centric product categories, as well as virtual beauty offerings and gender-specific apparel.
Astro Dust
Similarly calming Astro Dust, a medium shade of red that the duo associates with space exploration, an industry that has seen commercial advances in recent years. The mineral tone aims to embody the landscape of Mars and capture the sense of fascination with the red planet.
Brands should use the shade for fashion essentials, outerwear and knitwear, according to WGSN, as well as implement it with a glossy finish for makeup and skincare.
Galactic Cobalt
Based on digitization and colors that deal with space, can be Galactic Cobalt also inspired by the development of the Metaverse, fusing the digital concept with the modern ‘space age’. The technology-driven blue is associated with escapism and expanding one’s reality.
The versatile color can be integrated into highly functional activewear and virtual experiences as well as into occasion wear and jewellery. WGSN found that the use of metallics and satin finishes can transform the tone into a multidimensional hue.
Say Leaf
Say Leaf is a calm, soothing green meant to convey a sense of contemplation and reflection. The clay reflects a decelerated lifestyle and was developed as a source of relief for people’s sensory overload and resulting stress levels.
According to WGSN, the clay is important for a “reduced, well thought-out design” with therapeutic properties that make it ideal for wellness products. Additionally, the tone could be used in fashion categories such as smarter everyday wear, basics and separates, as well as in materials such as knits, brushed sweaters and velvet.
Apricot crush
Apricot Crush, the 2024 Color of the Year by WGSN and Coloro, is described as a “vitamin-balancing shade” that contrasts soft pastels with an invigorating undertone.
The color can be used across a wide range of product types, but is specifically recommended for a range of beauty products, gender-specific looks and apparel categories such as knitwear, loungewear and activewear.
This article was similarly published on FashionUnited.uk. Translation and editing: Barbara Russ