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Viva Magenta: Pantone's Color of the Year 2023

Every December Pantone announces the color of the following year, which serves different segments from fashion to interior design, chosen according to its research and forecasts. Its Color of the Year 2023 is Viva Magenta, a dark reddish tone that is already starting to emerge in winter 2023 and summer 23/24 collections. Find out more about the color below!

The story behind Viva Magenta

Viva Magenta (18-1750 TCX) stems from the family of reds. It is inspired by cochineal dye, one of the world’s most precious natural dyes produced by the cochineal insect. The color has a nuance balanced between warm and cold, and encourages experimentation and self-expression.

According to Leatrice Eiseman, executive director of Pantone:

“In this age full of technology, we seek to be inspired by nature and what is real. Invoking the forces of nature, Viva Magenta galvanizes our spirit, building and strengthening our inner selves”

Viva Magenta and its variations

While there is just one chosen color, similar shades are being highlighted in the market. Viva Magenta can make room for darker tones similar to Marsala, Pantone’s Color of the Year 2015, especially in winter. Another possible variation is more purple and livelier tones, which have a lot of commercial appeal.

How to invest?

Brands are already harnessing Viva Magenta and its variations in their A/W 23 and S/S 24 collections. Key segments include:

  • Casualwear

  • Partywear

  • Footwear

  • Bags

Get inspired by the images below!

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