Pantone characterises 2023 with Viva Magenta Colour of the Year

Pantone, the multi-industry organiser and systemiser of colour, has announced ‘Viva Magenta’ as the 2023 Colour of the Year.

‘Powerful’, ‘empowering’, ‘fearless’, and ‘brave’ are a few of the adjectives used to describe Viva Magenta 18-1750, Pantone’s Colour of the Year. The shade, which is rooted in nature, is a descendant of the red colour family. This vibrant selection symbolises prosperity, moving away from the dark days of the pandemic.

Pantone, which is best known for its Pantone Matching System (PMS), has been at the heart of colour science for over 60 years. The colour space is utilised by a multitude of industries, particularly the creative sector.

The company crowned the red-hued pink to encourage ‘experimentation and self-expression without restraint’. This follows 2022's Colour of the Year, Very Peri, which was a warm-toned blue with hints of red.

Leatrice Eiseman, Executive Director of Pantone Colour Institute, commented: “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.

"Rooted in the primordial, Pantone 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanises our spirit, helping us to build our inner strength.”

The announcement follows Valentino's strive to put pink back on the fashion map following its Autumn/Winter 2022 collection. Creative Director Pierpaolo Piccioli turned to a zesty magenta shade to encourage 'maximising expressive possibilities in the apparent lack of possibilities'.