Pic: La Pointe. Resort 2023
A little over a month ago, Pantone announced the color that will guide fashion and design this 2023: the vibrant pinkish red Viva Magenta. As we continue to explore the virtues of this enigmatic shade, we bring you another one that will influence upcoming collections, according to experts such as the leading consumer trend forecasting agency: WGSN. We already warned you: it is less strident and just as balsamic. The wave of dopamine tones that worked so well after the pandemic and that the industry had been demanding seems to be starting to wane.
Foto: Kaoa Oficial
An intermediate tonality that brightens from discretion
The color that WGSN has selected in collaboration with Coloro, as the shade of the year 2024 is commercially called Apricot Crush – A calm peach color with hints of sweetness, which falls somewhere in the middle as it moves away from soft, bland pastels for a more invigorating tone that maintains the commerciality.” Apricot Crush signifies the importance of nurturing the mind and body,” said Clare Smith, WGSN Color Strategist. And she added: “It is the perfect tone for a world that seeks calm and optimism. It also provides a needed boost as consumers continue to deal with a host of emotions and uncertainty about the future.” so, apricot Crush evokes a positive attitude in the face of circumstances and connects with other values of vital importance in the present such as care, connection and community. This “crush” for the peach also evokes the nutritional properties of oranges and apricots, rich in vitamins and antioxidants. We could say that it is a tonality that prevents and cures, at the same time that it makes you happy and entertains from subtlety.
Apricot Crush the perfect tone for a world that seeks calm and optimism.
From home to technology
Apricot Crush is a versatile and gender-neutral shade, making it a wild card that goes with just about anything. “This colour works across all seasons, genders, market levels, and product categories,” said Sara Maggioni , WGSN’s head of women’s fashion. At home, for example, it brings a warm light to each room, both inside and outside. Its soft, sun-aged character blends easily with neutrals and is suitable for home textiles, glass, and bath and bedroom products. Its fresh character also connects with cheerful and carefree natural beauty products, fragrances, skin care products and hair colors. In general, its restorative properties will be relevant for health and wellness-oriented consumer technology products.
This orange tone stands out for its gender flexibility and its trans seasonality.
Pic: Acuamona
Apricot Crush on the catwalk
In fashion, Apricot Crush is even more of a chameleon. The 2024 shade conquers ready – to- wear with clothing designed for everyday use and suitable for any occasion. It is also present in knitwear, coats and sportswear: from technical pieces to any complement and accessory.
Apricot Crush has also begun to be seen in the spring/summer 2023 collections of the big fashion brands, which repeat the colour for next winter. At Gratacós we are devising the 2024 and 2025 collections, and we can tell you that you will also see touches of Apricot Crush more or less evident. We are advancing some fabrics for the next season so that you do not miss the latest news in the most fashionable shade of orange of the moment.
