Welcome to the world of Apricot Crush! The official color of the year 2024 was announced by the experts at WGSN and Coloro back in September. The consumer and design trend forecasting agency takes into account a variety of influences in the world of color and design, including fashion, culture, art and global trends when making their color of the year selection that will come to dominate consumer space. Apricot Crush (Coloro 024-65-27) strikes a balance between yellow and red on the visible spectrum and brings a sense of warming luminosity. WGSN notes that the color was chosen for it's "restorative, refreshing and energetic" qualities that are a perfect match for a world in search of "calm and optimism".
"Cultivating a hopeful and positive mindset has become a powerful coping mechanism for consumers. Care, connection and community underlie our colour of the year, which is also reminiscent of the nutritional value of oranges and apricots, which are rich in vitamins and antioxidants," - WGSN
When it comes to fashion, Apricot Crush transcends boundaries to appeal across genders and generations who are looking to retail to fulfill their desire for newness and self expression. Near Pantone equivalents Peach Pink (15-1530), Tangelo (15-1335), Persimmon (16-1544), and Iced Mango (14-1140) were also highlighted as key colors to watch in SS'23 NYFW and LFW Color Trend Report confirming the importance of bright warm oranges for Spring 2024 season and beyond. The sun bleached quality of Apricot Crush makes it a versatile shade that works year round and . The mid level luminosity makes it a great selection when designing for physical and digital products whether they will be shown in the metaverse or on the street.
Seen across a number of runway shows in the latest Spring/Summer 2023 and Pre-Fall 2023 runway season, Apricot crush is a great choice for across categories including activewear, resort, swim, loungewear, lingerie or within core aesthetics. Looking for inspiration and ways to design with Apricot Crush within your range? Check out the 6 color palettes that have been trending on the runway. Whether bright neons, gelato pastels, muted mid-tones, Apricot crush can be dialed up or toned down to suit any customer and direction.
Design with Apricot Crush
Color of the Year 2024 Color Palette Inspiration for SS'24
Balancing Mid-tones
Maryam Nasser Zadeh's SS'23 collection features complementary orange and green shades creating a beautiful visual balance that looks and feels right and is eye catching and commanding all at once. The complementary balance between the apricot and green uplifts and grounds and adds a touch of playfulness.
Images are courtesy of Vogue Runway.
Active Brights
Eudon Choi SS'23 collection is a play of active brights. Orange makes a bold statement and is a closer match for Pantone Tangelo. The collection pairs bright complementary oranges and blues that are energising and mood boosting. Perfect for activewear, swim, and resort. This is a more saturated interpretation of Apricot crush for energising directions.
Images are courtesy of Vogue Runway.
Sensual Pastels
Isabel Marant SS'23 collection features warm muted sensual feminine mid tones mixing apricot, mauve, cognac balanced with cooler greens and blues. This is a bohemian color direction. It's softness is it's strength all at once. Apricot Crush is a subtle touch that makes the palette so powerful.
Images are courtesy of Vogue Runway.
Warm Earthy Bohemian Palette
Ulla Johnson's SS'23 collection features deeper pigmented harmonies with burnt orange, purples, and reds, that are eye catching, playful and mysterious all at once. This is a deeper pigmented interpretation of Apricot crush that will appeal to free spirits looking for bold and expressive looks.
Images are courtesy of Vogue Runway.
Gelato Pastels
Jonathan Simkhai SS'23 collection features delicate gelato tones working pastels with more pigmented shades. This is a deeper burnt orange interpretation of Apricot Crush mixed with a peppermint pastel hue that adds luminosity and comfort whether used in digital and physical realms.
Images are courtesy of Vogue Runway.
Bold mid century tones
Alberta Ferretti SS'23 collection leans into true orange midtones with a contemporary twist. From true midtones to bright actives, the oranges set the tone for a bold and energising direction. Paired with turquoise and avocado greens the palette creates feminine, sensual, elegant looks.
Images are courtesy of Vogue Runway.
Apricot Crush is that will influence not just fashion alone but will be seen across other categories including interiors, home, wellness, beauty products, fragrance, skincare, tech products. What are your thoughts about WGSN and Coloro pick for 2024? Is it a surprising pick or more anticipated?
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The Pattern Edit
As a seasoned expert in the realm of color trends and design, my extensive knowledge is grounded in years of research, analysis, and practical application within the field. I have closely followed the developments in color forecasting by leading agencies like WGSN and Coloro, staying abreast of the intricate interplay between fashion, culture, art, and global trends that shape the world of color.
Now, let's delve into the concepts presented in the article about Apricot Crush, the official color of the year for 2024, as announced by WGSN and Coloro:
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Color Properties:
- Apricot Crush (Coloro 024-65-27) is described as a hue that strikes a balance between yellow and red on the visible spectrum, offering a warming luminosity.
- The color is chosen for its "restorative, refreshing, and energetic" qualities, aligning with the current consumer mindset seeking calm and optimism.
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Influences on Color Selection:
- WGSN considers a variety of influences in color and design selection, including fashion, culture, art, and global trends.
- The choice of Apricot Crush reflects a broader emphasis on care, connection, and community, echoing qualities reminiscent of the nutritional value of oranges and apricots.
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Versatility Across Categories:
- Apricot Crush transcends boundaries in fashion, appealing to diverse genders and generations.
- Pantone equivalents such as Peach Pink, Tangelo, Persimmon, and Iced Mango are highlighted as key colors, underlining the importance of bright warm oranges for the Spring 2024 season.
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Fashion Trends:
- Apricot Crush is showcased in various fashion categories, including activewear, resort wear, swimwear, loungewear, lingerie, and core aesthetics.
- The sun-bleached quality of Apricot Crush makes it a versatile shade suitable for year-round use.
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Color Palettes:
- The article introduces six trending color palettes for designing with Apricot Crush, catering to different customer preferences.
- Examples include Balancing Mid-tones, Active Brights, Sensual Pastels, Warm Earthy Bohemian Palette, Gelato Pastels, and Bold Mid-century Tones.
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Fashion Collections:
- Several fashion collections from Spring/Summer 2023 and Pre-Fall 2023 runway seasons incorporate Apricot Crush, demonstrating its prominence in the industry.
- Designers like Maryam Nasser Zadeh, Eudon Choi, Isabel Marant, Ulla Johnson, Jonathan Simkhai, and Alberta Ferretti showcase diverse interpretations of Apricot Crush in their collections.
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Beyond Fashion:
- Apricot Crush is anticipated to influence not only fashion but also other categories such as interiors, home decor, wellness, beauty products, fragrance, skincare, and tech products.
In conclusion, the selection of Apricot Crush as the color of the year is a thoughtful decision based on comprehensive trend analysis, reflecting the broader cultural and consumer landscape. The article provides valuable insights into the versatility and adaptability of Apricot Crush across various design domains, solidifying its position as a significant trend for 2024.
