When Pantone released Greenery as 2017’s Colour of the Year, nobody expected another colour to outshine it… especially with a quirky name like ‘Pale Dogwood’. Or, what we all know as ‘Millennial Pink’.
Image Source: Pantone
This rosy beige with a hint of coral started appearing everywhere. From the clothes you see on the runway, to social media, and even to furniture you see in lifestyle magazines, it was a trend that can’t seem to fade.
Image Source: Little Gold Pixel
How Did the Millennial Pink Phenomenon Start?
There are different variations on how it all began. Designers claim that it was derived from 2016’s Pantone Colour of the Year, Rose Quartz. Experts state that it was simply an ode to the ‘Technicolour’ hues of the 80s’ and 90s. Others pay tribute to Oscar-nominated ‘The Grand Budapest Hotel’ or the Gallery at Sketch London. Another theory, perhaps the most convincing one, is that the colour has a gender-neutrality aura that resonates in today’s era.
As Leatrice Eiseman, executive director of the Pantone Color Institute quoted in The Inquirer, “What I think is happening is that millennials are drawn to the idea of a colour that’s soft but that isn’t super-feminine. Its fluidity is what gives [this shade of pink] a whole new meaning.”
Whichever it is, it took the world by storm. Even Drake, popular rapper, took notice.
Image Source: UpscaleHype
Here, he’s wearing a light pink puffer coat jacket. Drake. Pink. Puffer Coat. Words that you never thought would belong in a sentence.
Taking Over Fast Fashion
Big players in the fast fashion sector took advantage of the trend, too. From ASOS to Adidas, there’s always a coat, dress or pair of shoes in this dusty rose hue. Even Rihanna released a Fenty X Puma collection of pink, satin-bow sneakers that sported the iconic shade.
From left: Adidas, ASOS, Topshop, Puma
In fact, Millennial Pink remains as one of the top 5 product colours for H&M and Topshop. For H&M, the popular shade is placed third just behind the monochrome duo, black and white. In comparison, the latter brand placed the same shade two slots down for their top 5 selection. Their decisions paid off, because as of February 2018, both brands celebrated an impressive 80% sellout and high replenishment rates. Not bad for a colour named ‘Pale Dogwood’.
Ultraviolet vs Millennial Pink
This new year, Millennial Pink’s top spot may be threatened by competition in the form of Pantone’s new colour of the year: Ultraviolet.
The colour made a runway scene in the recent New York Fashion Week. From light pastels, deep plums to magenta variations, brands like Bottega Veneta and Brandon Maxwell embraced this side of the colour palette.
Source : Refinery29
However, in Milan, this blushing tone remained a fan favourite, with Dolce & Gabbana, Versace and Tommy Hilfiger gracing the runway.
Will the fashion world truly adopt Ultraviolet as its colour of the year, or will Millennial Pink maintain their stance? Only time will tell.
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The data above was obtained from Omnilytics, real-time market data platform. The numbers and statistics may vary, as the platform is updated every day. The time period of the information taken was between 1st September 2017 to 28th February 2018.