An unconventional red for an unconventional time.
Pantone has named Viva Magenta the color of the year for 2023. Described as “an unconventional red for an unconventional time,” Viva Magenta 18-1750 by Pantone is a pink with violet undertones that belongs to the red color family.
“It’s assertive without being aggressive — we call it a fist in a velvet glove,” said Pantone Vice President Laurie Pressman. Viva Magenta is “a bold and fearless shade that vibrates with energy and vivacity,” he said.
Pantone has been choosing the color of the year since 2000, setting trends in fashion and other areas. In choosing Viva Magenta as the dominant shade for 2023, the company says the color represents a desire for optimism, resilience, out-of-the-box thinking, and technological innovation to create a better world. The statement also notes that the choice of color embodies the “rebellious” spirit of the times and a renewed interest in creative experimentation in the wake of the pandemic.
Experts point out that purple is an artificial invention that first appeared in the mid-nineteenth century after the creation of synthetic aniline dye. According to Pantone, purplish-pink shades have already gained high popularity in the fashion world, and will soon be distributed in various industries around the world.
