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Friday, June 23, 2017
Millennial Pink: The Shade of Now

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Millennial pink, Tumblr pink, Scandi pink - whatever you know it as, you are most definitely familiar with the colour. It’s that fleshy, pastel apricot-meets-salmon shade that is everywhere. Some trace our modern-day obsession with the ubiquitous hue to Wes Anderson’s 2014 film The Grand Budapest Hotel, where it made a grand appearance as the building’s primary colour. From there it began to take over Pinterest boards and Instagram feeds – we dare you to find a fashion or beauty start-up in the last 12 months that didn’t embrace what Pantone has dubbed ‘Pale Dogwood’ - and a phenomenon was born.

 

 

Pop culture (see Solange’s Cranes in the Sky video, Fenty Puma by Rihanna’s latest collection and Justin Bieber’s new set of teeth grills debuted in April) has given the hue a heavy helping of publicity – and this year has been no different as pink products continue to drop by the bucket load. But why the obsession? “Millennial pink is not in your face in the same way bubblegum pink or fuchsia is; it is softer, subtler and surprisingly versatile,” says Kelly Wong, Director of Fashion at Lane Crawford. “Designers are redefining our conventionally feminine idea of pink by playing with silhouettes and introducing it to new modern contexts to create a stronger, tougher colour statement.”


Perhaps it is also our recent fixation with nostalgia – a Pretty in Pink ‘80s Molly Ringwald and ‘90s heroine Cher Horowitz from Clueless comes to mind – that feels so now. Could it be fueled by today’s ferocious modern-day feminist movement? Or maybe it’s simply just a flattering, universally pleasing shade.


Whatever the reason, we’re (still) onboard the pink party train.

 



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