Cloudy With a Chance of...Emerald Green?
Pantone's 2013 Colour of the Year Emerald Green
In the fashion and design industry, trends are essential. They sell magazines and are what keeps people buying products. The continuous in-out cycle of fashion ensures that what is new doesn’t stay new for long. But while most fashion authorities such as Vogue and Harper’s Bazaar focus on trend analysis; that is, commenting on the trends that exist and are current; companies such as Pantone and Worth Global Style Network (WGSN) are leading the way by forecasting trends before they even happen.
So… How does you even begin to predict trends? According to Pantone and WGSN, you have to go beyond the smaller scope of the fashion industry and look at the wider aspects of our lives that influence us both individually and as a society. WGSN states: “New developments and changes in fashion, arts and culture, colour, consumer behaviour, architecture, textiles and everything in-between are monitored, and the latest movements in politics, business and technology examined.” Pantone, whose specialty lies in anticipating colour trends, also cites “the entertainment industry and films that are in production, traveling art collections, hot new artists, popular travel destinations and other socio-economic conditions” as harbingers of trends to come.
For Pantone, nature is also an important indicator of upcoming trends. The Colour of the Year for 2013 is Emerald Green, a colour chosen after the particularly devastating year of 2012 in terms of the natural disasters occurring across the globe including Hurricane Sandy, numerous earthquakes, and a series of floods across Asia. Leatrice Eiseman, executive director of the Pantone Color Institute said: “Symbolically, Emerald brings a sense of clarity, renewal and rejuvenation, which is so important in today’s complex world. It’s also the color of growth, renewal and prosperity—no other color conveys regeneration more than green.”
These informed predictions aren’t taken lightly within the fashion industry either – while designers and companies are capable of providing the creative brainpower, having a leg up on certain trends helps them get ahead of the curve, especially in terms of market demand. In 2012 Pantone partnered with Sephora to create SEPHORA + PANTONE UNIVERSE, a line of products including the Colour of the Year beauty collection. The Benetton Group (who’s brands include The United Colours of Benetton and Sisley) endorses WGSN, pointing to WGSN’s acumen for discerning what colours work for different markets around the globe.
So next time you pull on your radiant orchid coloured peplum dress, or your hemlock button-down, just know that each trend arises from something larger. Trends speak volumes beyond the fashion world and are often reflections of a larger-scale event or influence within the scope of society.
