Today: August 21 2018
What color will be fashionable in future seasons? The question is not so idle, because our color preferences are an indicator of not only our personal mood, but also social, and even global, trends.
At the international exhibition of fashionable clothes and accessories Pure London 2019, which was just concluded in London, color experts told that 70% of purchases are made on the basis of the color they liked.
Color mismatch is also the most common reason for the return of goods when buying on the Internet.
Psychologists have long said that color affects our psycho-emotional state.
According to one study, for example, sports teams in red form win more often than others (here you can make an independent mini-study on the example of the recently hosted World Cup in Russia).
Red is always a strong emotion: remember that a person tends to blush with anger or shame. Under this, there is a physical background: red has the longest wavelength, that is, this color has more energy, and it requires a more intense reaction.
Whereas in purple, for example, the shortest wavelength, so it is not accidental that it is associated with the clergy, luxury, aristocracy, and accordingly, with the dimension and tranquility, and this, by the way, is the most fashionable color of this year.
As for 2019, and further, according to Joan Thomas of the Coloro consulting company, pastel shades already present on the market will remain among the most popular ones. They are less saturated, the intensity of the tone in them is muffled, they are light, airy and give rise to a feeling of calm and complacency - in contrast to the accompanying political and economic shocks.
Their popularity arose and grows thanks to such brands as the manufacturer of leather products of candy colors Mansur Gavriel, cosmetic Glossier with their gentle tubes and jars, as if filled with air bubbles, which are asked to go to the iPhone, and from there to the social network.
Both brands, by the way, arose on the wave of inspiration from viewing numerous photos in social networks: they are based on millenials - a generation so passionate about pink color that it even became exactly so and called - pink millenials.
This is not a specific shade, but the whole gentle pink palette: from pale cotton powder and translucent rose quartz to gilded sunset facades of Venetian palazzo, the color of fresh salmon and pink flamingos.
All these shades, once preferred mainly by little girls and their old grandmothers, have become fashionable in our hard-core reality in the generation born in the years of renovation and change (the middle of the 1980-x-1990) and who began to be in labor in the new millennium , which disappoints many and does not always justify the hopes placed on him in the 1980.
Perhaps, from here it is the desire of the millenials to put on "rose-colored glasses" - precisely as a means of opposing a new tough reality, with wars, conflicts, fake news and social network pressures.
Not in vain because pink was originally popular with the most vulnerable groups of the population, because its main property is tenderness, softness.
But in the millenial interpretation, this color is still translated by the idea of gender fluidity and nostalgia: it's no accident that fashion industry experts believe that film director Wes Anderson with his film "The Grand Budapest Hotel" became one of the infusers of this color.
Pink on the heels comes the yellow generation of Z, that is, those who were born after 1995 year.
And again, like in the case of pink millenials, it's not just one yellow, like some nasty duckling for bathing, but all sorts of shades - from neon-lemon to "the color of a child's surprise" and sunflowers by Van Gogh.
Yellow is one of the primary colors of the spectrum, and for the human eye it is the brightest, and for the psyche - cheerful, joyful, optimistic.
About generation Z there was such a joke that they do not distinguish between real and virtual.
And in fashion, this color has come in many respects thanks to the popular mobile platform for the exchange of messages Snapchat and dating service Bumble with their bright yellow logos.
The main infusers of this color are: photographer and fashion designer Petra Collins with her "raw" photo portraits, model and participant of the TV show "Kardashian Family" Kylie Jenner, pop star Beyonce, model and daughter Cindy Crawford Kaya Gerber.
Like the millenial pink, the yellow splashes out a kind of nostalgic futurism of generation Z: they look with hope to their virtual future, looking sadly at the real past, famously lived by their still very active parents, but for now they neatly brighten and vinticate their numerous photos in Instagram.
And if you look very far - to the Olympic 2020 year, then, according to the leading analyst of trends, WGSN, will dominate the unmixed (Neo Mint), and in clothes and in the interior.
This is perhaps the only shade of green that you will not find in the "Water Lilies" Monet.
But another master, fashion designer Marc Jacobs, back in 2013 there was a collection where mint was present in abundance, but great artists always look far ahead, and in the mainstream this color will break through only two years later.
What is good about immortality?
Like all pastel shades, it is gentle, not aggressive, and radiates utopian optimism, though it is not based on an empty place: on Mars, as we know, water is discovered, in 2020 the Olympiad will take place in such a technologically advanced place as Tokyo , and in Saudi Arabia by this time will be completed the construction of the tower "Jiddah Tower" at an altitude of 1 km, which will be the tallest building on Earth.
So the unmutable in a sense symbolizes the onset of a bright future today, it seems to unite scientific discoveries and new technologies with nature.
It may not have the poetry of Monet's lavers, but there is a freshness of the starched surgeon's dressing gown. Plastic, of course.