WSGN & Coloro Name Apricot Crush as Color of the Year 2024 (2023)

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The bright tone of orange’s playful side is forecasted to connect with joyful beauty products, fragrance, skincare and hair color.

WSGN & Coloro Name Apricot Crush as Color of the Year 2024 (1)


WGSN, a global authority on consumer and design trends, and Coloro, a global authority on the future of color, have announced Apricot Crush as their Color of the Year for 2024.

According to WGN and Coloro, Apricot Crush is a restorative, refreshing and energetic hue that will be perfect as consumers grapple with a range of emotions and uneasiness about the future.

Cultivating a hopeful and positive mindset has become a powerful coping mechanism in a time of unique challenges. Care, connection and community underpin WGSN and Coloro’s Colour of the Year, which also calls to mind the nutritional properties of vitamin- and antioxidant-rich oranges and apricots.

Applications Across Multiple Industries

Apricot Crush, (Coloro 024-65-27) will bring a warming luminosity to the home, both indoors and outside. Its soft, sun-bleached quality will pair easily with neutrals, and it will be suitable for textiles, glass, bath and bedroom products. Its playful side will connect with joyful beauty products, fragrance, skincare and hair color.

Apricot Crush is versatile and gender-inclusive, making it great for occasion wear, loungewear, activewear and outerwear. Its restorative attributes will make it relevant for health- and wellness-led consumer tech products.

Clare Smith, color strategist for WGSN notes: “Invigorating, mood-enhancing and vitamin-balancing hues align with self-care rituals, which have become ingrained in people’s lives. There is a focus on restorative colors that are mindful and help to bring balance into the everyday. Apricot Crush, our Color of the Year for 2024, signifies the importance of nourishing the mind and body. It is the perfect hue for a world seeking calm and optimism, bringing a necessary pick-me-up as consumers continue to grapple with a range of emotions and uncertainty about the future.

“WGSN first forecast Apricot Crush as a key color for A/W 23/24, and moving it into Color of the Year signifies the importance of orange as a versatile, trans-seasonal shade. Reflecting WGSN’s commitment to color longevity and sustainability goals, we believe Apricot Crush’s restorative attributes will appeal across fashion, beauty, interiors and consumer tech.”

Sansan Chen, managing director of Coloro adds: “It’s exciting to see orange, with its gender-inclusive and trans-seasonal flexibility, gaining - and maintaining - momentum as a key color. At Coloro, we are seeing brands take ever more care in choosing palettes with lasting appeal to minimize environmental impact. Apricot Crush is a highly achievable color that can also deliver an emotional lift to consumers in uncertain times.”

Related News

Last year, Pantone announced its 2022 Color of the Year, #17-3938 Very Peri—and it was the first time in the 23-year history of its Color of the Year program that it didn't choose an existing color.

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