Digital Lavender's journey to Colour of the Year 2023
WGSN and Coloro called out Digital Lavender as a shade to watch in 2021, and named it Colour of the Year 2023. Embodying a crisp coolness and soft femininity, this purple hue gained momentum throughout the seasons.
Explore our trend confirmation to see how WGSN has been tracking the rise of Digital Lavender since 2018, and discover what’s next for this trend.
By 2023, as we predicted, Digital Lavender was everywhere.
The purple pastel has infiltrated our everyday lives, appearing in products from the clothes in our wardrobe to the devices we use, and the songs we listen to.
Urangoo Samba, Head of Colour, WGSN, said:
“Up to 90% of snap judgments made about products can be based on colour alone. With Digital Lavender coming into force in 2023, we forecast it at first for references of stability, serenity and digital escapism. It’s a sensorial shade that connects to holistic wellbeing and digital optimism we’re speaking a lot about these days.
“This shade poses that much-needed cautious optimism and escapism people are craving post-pandemic and during this polycrisis era. And even in times of budget crunch, it gives an imaginative and creative outlet, but also speaks of hope and balance.”
1998年から2023年 … 2048年につなぐ
ファッションショーを最前列で見る
WGSNが成し遂げた最も革命的な偉業のひとつは、世界のファッションショーを大勢のオーディエンスに届けられるようにしたことです。ニューヨークからパリに至る主要都市で開催されるショーを見ることは、もはや限られた人だけの特権ではなくなり、世界中のWGSNクライアントはクリックひとつで閲覧できるようになりました。これほど包括的にファッションショーをカバーするサービスは現在でも他にありません。もうひとつの革命は、このカバレッジを機械学習モデルと組み合わせ、トレンドを実用的なビジネスに反映できるようにしたことです。
消費者の心の中を覗く
物事を正しく理解するために、WGSNは製品トレンドの分析だけでは不十分であり、行動分析も必要であることを常に認識していました。そして、消費者行動に焦点を当てることで、アサーティブなトレンドディレクションを他の業界にも拡大。WGSN Fashionに始まり、WGSN Interiors、Insight、Beauty、Food & Drink、そして最近ではConsumer Techをローンチしました。現在のクライアントは、アパレルブランド、自動車メーカー、食品メーカー、ホスピタリティグループ、ハイテクイノベーターなど、多岐にわたっており、未来に勝ち残る製品、サービス、体験を創造するために、私たちに信頼を寄せていただいています。
強力な補足サポート
コンテンツキュレーションとランウェイカバレッジに加え、WGSNは編集可能なオリジナルアートワーク、ダウンロード可能なプリントやグラフィックなど、画期的な時間節約ツールもクライアントに提供してきました。余分なコストや時間の削減につながるツールは、デザイン制作を効率化し、クライアントがビジネス戦略の構築に十分な時間を割くことを可能にしました。 現在、WGSNのクライアントは、何千ものプリントやグラフィック、革新的な3D CADを含めた幅広いツールを無料でご利用いただけます。
世界への黄金の切符
WGSNのトレンドエキスパートは世界中に配置され、世界の情報をお客様のデスクにお届けしています。このようにして世界中の文化やサブカルチャーにアプローチすることは、90年代ではまだ新しいものでした。現在に至っては、社会、テクノロジー、環境、政治、産業、クリエイティビティの変化を追跡するSTEPIC分析を通じて、比類のない360度の視点から予測を構築。今も変わりなく、お客様に世界をお届けするために、時代の最先端に立ち続けています。
2018
WGSN Fashion Feed starts reporting the #lilac hashtag, after seeing the colour pop up in multiple catwalk collections and street styles globally. As the hashtag gains volume, we introduce purple shades into our China forecasts for S/S 20, spanning Frosted Lilac, Purple Nitro and Violet Spectrum tints.
2019
Purple shades start to appear on A/W catwalk collections. As we see its growth through our data analysis, we back lilac as a key colour for S/S 20, having identified the hue across several Milan shows. A versatile punchy shade, its application on leather feels particularly fresh, as seen in Gabriele Colangelo’s catwalk collection.
2020
WGSN identifies colour as an opportunity to enhance wellbeing, as the global pandemic forges a re-evaluation of wellness towards a more holistic view. For S/S 22, we advise designers to harness the restorative and energising effect of warmer hues, and the therapeutic appeal of cooler hues, such as Digital Lavender.
2021
WGSN and Coloro name Digital Lavender as the Colour of the Year for 2023, declaring that this hue will reflect a more hopeful view of the future.
Digital Lavender pops up across different product types, traversing into outdoor apparel, as seen with The North Face Purple Label. On the catwalks, purple becomes one of the fastest-rising colours, especially in the cooler pastel levels (+55% YoY).
2022
After announcing it as a key colour, we continue tracking Digital Lavender in retail. Dominating on the S/S 23 catwalks, it makes up 61% of purple shades, up from 57.2% the year before.
Online searches for #DigitalLavender are rising by 36% YoY. TikTok is buzzing with #DigitalLavender hashtags, accumulating 2m worldwide views from April 2021.
2023
Colour of the Year 2023 Digital Lavender is everywhere, from gracing the catwalks and nail polish collections to car and iPhone shades, to even featuring on Taylor Swift’s album.
WGSN e-commerce data shows Digital Lavender rising in new-season dresses and emerging across skirts. Pastels dominate the S/S 24 catwalks, with #GelatoPastels overtaking #DopamineBrights, as identified by WGSN’s Colour Vision AI tool.
Being Digital-First in the 90's
In the 90s, the creative world, particularly the fashion industry, was used to trend books. Beautifully crafted, these books required months of work, but the result, although correct, was static information that wasn’t evolving at the pace that trends were. And even as an industry that prides itself on being in with what's new, it was also slow to react. This was what we were set to disrupt. As a digital-first platform that revolutionised trend forecasting as we were born, we brought velocity and change.
In those early days, to transform fast what was too rooted in the past we needed to make big moves. In the beginning, WGSN supplied each of our clients with a computer so their team could access the trends in their workspace. Today, with the digital revolution, that is no longer needed but the revolution we started in 1998 remains in the creative industry to this day.