15 hours ago | By Jenny Clark
Nov 12, 2019
Colour has never been more important in design than now. In a period of peak information and diminishing attention spans, it is your best tool to cut through the clutter and stand out. As more and more consumers are scrutinising brand values and looking to buy into not just a possession, but also a story and a mindset, it is your key to communicating the right message.
In collaboration with our sister brand Coloro, we have released our Key Colours for A/W 21/22 which tap into a variety of moods – calming, comforting, contemplative, and energising. These are tones with a strong presence, chosen by us for a time of change and unpredictability. Ranging from the natural and authentic to the digital and saturated, they connect with the world around us, and also offer a window of escape from it.
Golden Harvest offers a warmer fusion of the three big colour trends – beige, ecru and yellow. It has a calming presence and a nostalgic appeal, calling to mind earthen clay buildings and Sahara landscapes on Morocco, as well as the retro gold-tinted filters that have become ubiquitous on social media.
This will be a natural fit for denim, jersey and classics such as trench coats. For interiors, it will work well for upholstered furniture and add warmth to dining and communal areas such as the living rooms.
Bloodstone has a familiar quality with a darker edge – fitting for an increasingly primal, global mood. Evolving from the success of red, and more recently brown, which has been attracting buzz in fashion it calls to mind these heritage themes.
This is a versatile tone that will work for knitwear, dresses, jersey, swimwear, outerwear and accessories – especially in the partywear sector.
Dark Springs offers a more interesting alternative to black, which has been returning with a bang on the recent catwalk shows. The green undertone of Dark Springs also gives it a Rothko-like depth – the more you look at it, the more it seems to change.
This is a versatile tone that will change depending on the light source and material used. Appearing the deepest black in dark conditions and hints of green emerging in sunlight. It will work across all fashion categories, and in interiors it oozes dark decadence with particular relevance for walls and plush velvet furnishings.
A.I. Aqua continues as a key colour from our S/S 21 key colours, reinforcing a growing focus on trans-seasonal tones. While it has an inherently natural quality, like a summer sky, its saturation level gives it a digitally enhanced, bluer-than-blue appearance.
This is versatile enough to work for men and women. Use it for activewear, especially strong in technical fabrics, and to update classic pieces with a crisp, digital look.
Electric Magenta is an invigorating colour with an unreal edge, like a computer-generated version of berry tone. While it may seem unusual for autumn/winter, it’s only a few shades away from more classic tones of red and burgundy, making it unexpectedly relatable for the season.
Use for women’s partywear, jersey, knitwear, activewear, and beauty. It will also make a strong statement for menswear print and graphic styles.
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