An unconventional red for an unconventional time.
Viva Magenta has been named the Color of the Year for 2023 by Pantone. Described as “an unconventional red for an unconventional time,” Pantone's Viva Magenta 18-1750 is a pink with hints of purple that belongs to the red flower family.
"He's assertive, but not aggressive - we call him the velvet-gloved fist," said Laurie Pressman, Vice President of Pantone. According to him, Viva Magenta is “a bold and fearless shade that vibrates with energy and vigor.”
Since 2000, Pantone has been choosing the main color of the coming year, setting trends in fashion and other areas. Choosing Viva Magenta as the dominant shade for 2023, the company notes that the color represents the desire for optimism, resilience, thinking outside the box and technological innovation to create a better world. The statement also notes that the choice of color represents the “rebellious” zeitgeist and the resurgence of interest in creative experimentation after 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.