BY THE ALIMOCHE TEAM
10 JANUARY 2023
Colour connoisseurs Pantone have announced Viva Magenta as 2023’s Colour of the Year. A fluorescent fuchsia-red, this shade is predicted to permeate runways, branding, galleries, advertising and much more throughout the year.
Rhodamine resplendence: Viva Magenta hues the new year. A statement fuchsia with berry undertones, providing maximalist glamour.
image source: Pantone
This romantic reddish-pink is a colour of optimism, vigour and new life. Pantone states it is a colour of escapism, a tide of maximalism in a sea of brutalist minimalism. With natural roots descending from the ancient cochineal beetle being crushed to produce dyes, this hue is fit for an emperor, or perhaps a pharaoh. As the Egyptian Revival Revival swiftly approaches, inspiring jewellery trends such as hedonistically oversized gemstone cabochon styles, Viva Magenta’s presence will be felt with an influx of carnelian, pink spinel and rhodonite accents. As we emerge from a Covid-induced economic and social crisis, much like the financial crisis of 2008, we can expect a surge in crimson-hued nails and lipstick, indicative of affordable luxuries; as the large luxury brands financially struggle due to potential clients cutting back to weather the cost-of-living crisis, the focus naturally turns toward accessories and cosmetics over full-scale garments. Therefore, Viva Magenta will wash over cheeks, lips and nails of women around the globe, in addition to pops of the pink on scarves, gloves and bags, with hair dyes and beaded jewellery to follow in the summer.
Rhodonite jewellery is a glimmering example of how viva magenta can be brought into accessories this year.
image source: Howstuffworks
Viva Magenta’s cerise shade has blossomed on recent catwalks. Originally a mainstay on the Valentino AW22 RTW runway, the pink has further emerged into the art of various designers at London Fashion Week. Designer Kelly Oozageer of Cassine exhibited a magenta myriad during London Fashion Week 2022, with the colour arrayed on a meticulously-curated selection of sustainable materials, layered tulle appliques and embellishments. Viva Magenta can also be seen in menswear in further accessories from Dsquared and Calvin Klein, from bags to boxers.
Aside from fashion and retail, the colour also carries astrological symbolism. As the colour bleeds between brick red and carmine, with berry undertones, it can be viewed as a zodiac “power colour” for Aries, Libra and Sagittarius. As Aries’ power colour is red, Rams may benefit from wearing the colour, whilst Libra’s pink tones are reflected in this two-tone hue zone. Finally, Sagittarians may benefit from wearing Viva Magenta due to purple being their power colour, increasing luck and chances to this sign. Furthermore, the upcoming Lunar New Year’s festivities include wearing a shade of red on one’s person, often red underwear, but also red clothing, meaning Viva Magenta can be seen as a contemporary take on a classic custom. Even more fittingly, pinks and reds are auspicious colours for those born in the Year of the Rabbit, making Viva Magenta the perfect shade for nurseries and birthday cakes in 2023.
this pink is an auspicious colour for the year of the rabbit, but also for Aries, Libra and Sagittarius.
Image source: Pinterest
But is this just a random colour selected by a former printing company to influence the new wave of couture, cosmetics and celebrations? It has been shown on a multitude of occasions that fashion is cyclical, and will often repeat itself every few decades. In this case, not only is this vermillion vibrance a harkening back to our ancient roots, from Aztec outfits to Spanish paintings, but also a throwback shade to the gauche of the 2000s, where magenta has coated everything from velour tracksuits to Von Dutch trucker hats. Furthermore the cochineal roots of the shade can be argued to pose less of an environmental impact than synthetic dyes, as the natural origin of these love-bugs ensures biodegradability, sustainability in farming and zero microplastics. On the other hand, the synthetic cochineal can cause cancers, an increase in carbon emissions and toxic chemicals leaching into waterways and groundwater supplies.
It is thus prudent to consider the environmental origins of the dyes used to produce products in 2023’s Colour of the Year. When spicing up your lifestyle with the beetle-inspired shade, consider the further impact of the materials used in each product. Additionally, consider the impact of purchasing accessories which can be interchanged, instead of investing in full-scale outfits deemed less relevant once the 2024 Colour of the Year is revealed. Viva Magenta is no ordinary reddish-pink; it is a colour of chances and renewal; the shot of colour we’ve been needing after the bleakness of the pandemic. An opportunity for us all to embrace natural beauty over synthetic lies.
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