Expressing a new signal of strength, Pantone has revealed ‘Viva Magenta’ as its colour of the year. Brave and fearless, it’s a pulsating colour that vibrates with a joyous and optimistic celebration and we’ve already seen it circulating the street style sphere.
Writing a new narrative, the hue is an animated red that revels in pure joy, encouraging experimentation and self-expression without restraint. With it being an electrifying shade, Viva Magenta welcomes what is bound to be this season’s go-to hue, offering anyone and everyone a verve for life and a rebellious spirit.
“In this age of technology, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known,” explains Leatrice Eiseman, Executive Director, Pantone Colour Institute.
“Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength.”
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