WGSN experts , together with Coloro, named the autumn/winter 2023-2024 palette. The five colors reflect the “different paths” consumers will face as they change their lifestyle and set the direction for the future. Colors are described as “motivating forces” to help reconnect with qualities we may have lost sight of during the pandemic: healing, discovery, transformation, simplicity and pleasure.
This palette was chosen for its renewing and energizing properties. Health and healing will be a priority for one part of the audience, while for others, discovery and travel will “ignite the imagination,” WGSN said. “These key colors reflect changing behaviors and are sensitive to people’s changing emotional states and lifestyles,” said Jenny Clark, WGSN’s head of color. “We believe confidence will return and bright, energetic colors will resonate, linking travel, discovery and imagination. Conversely, the healing and soothing tones will appeal to those seeking to soothe and balance their body and mind.” The versatile color palette also takes into account consumer interest in durable and versatile products.
“With a holistic approach to health, emotion-informed design will be key, as consumers will need to feel supported in building their vision of the future,” WGSN says.
To osmic dust
Color trends are influenced by everything, up to the “space race of billionaires”. Astro Dust, a mid-tone red hue that “reminiscent of the dusty and desolate landscape of Mars”, is associated with an obsession with interplanetary exploration. “As commercial space travel matures and space tourism becomes a reality, the colors of the universe will excite and inspire us,” WGSN said in a statement.
The modern space age will also spark the popularity of a new hyper-bright shade of blue. Influenced by new technologies, Galactic Cobalt creates a feeling of “escapism and augmented reality”, but it can be used in different ways. Versatile and technical, WGSN says the color will be a natural choice for functional outerwear, consumer technology and virtual experiences. However, the richness of galactic cobalt allows it to be used as a key tone for everyday wear, accessories and cosmetics, as well as interiors. It can be made multi-dimensional with transformative finishes, satin finishes, metallics and anodizing.
The shade of sage leaves
The green Sage Leaf provides a breather from the world of technology. The pandemic has brought back hobbies like gardening, baking and hand sewing, and these neglected activities are expected to encourage a slower lifestyle. “As we further adjust our lifestyles, we will be sensitive to overstimulation and pay attention to environments and colors that reduce anxiety and stress levels. The sage leaf is a quiet and peaceful green color that evokes contemplation, relaxation and reflection. You can expect the therapeutic properties of sage leaves to come to life in different materials: faux fur, soft jersey, velvet and washed linen. This color will also be important to the “reductive, thoughtful design” of the home as a color for walls and furniture.
The addition of juicy Apricot Crush to the line proves that color can be both joyful and nourishing. Described as a “vitamin-packed hue,” the mid-tone orange is the “fruity energy shot of the season.” Color is also proving to be a major shift from soft, pastel tones to brighter and more invigorating hues that will bring a warm glow to the home. Sun-bleached nature in apricot hues is a natural complement to neutral color schemes in bathroom and bedroom products, and its gender inclusiveness is suitable for any wear: home, sports and outerwear. Its playful and restorative side will be associated with cosmetics, perfumes, skin care products and hair dye, WGSN added.
Digital Lavender, a calm shade of purple previously named WGSN’s Color of the Year 2023, completes the color palette. This balancing act is key as color becomes the go-to for mental health products and gender-responsive design. Brands should use Digital Lavender attributes for health and wellness, use them for smart fitness, wearables, and workout product categories. This soothing purple color is important for products related to sleep culture, the beauty industry, interior design and fashion. It also works well for virtual beauty filters and digital fashion covers, especially when paired with glitter and iridescence.