The tone will take the reference  PANTONE 18-1750  and has been presented as a symbol of vitality, vigor and strength by the manufacturer of the color chart. It aims to commune with nature and draws inspiration from existing reds, including cochineal, which is one of the most precious and brilliant dyes ever known.

Viva Magenta was chosen by an organization of 40 specialists from various professions. They looked at trends in fashion, film, television, design, politics and world events to select the color that met current expectations.

 

With this color they wanted to “reconnect inspiration with nature and create a disconnection with technology”, today omnipresent in our daily lives. To highlight this new color, Pantone teamed up with the company Huge, which presented futuristic images created with the Midjourney artificial intelligence tool.

A lively tone that will dye many items of clothing, color spaces and everyday objects. What remains to be seen is whether this color will have to compete with another  as color of the year. Let us recall that in 2022 Very Peri has a strong competitor: PP Pink, created by  Pierpaolo Piccioli  for the Italian fashion house Valentino, and which curiously looks very similar to the new Viva Magenta.