Viva Magenta: How To Wear Pantone’s Colour Of The Year

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Pantone is literally setting the tone for 2023 with a vivacious hue that commands attention

Fed up with winter neutrals? Breathe life into your wardrobe with Viva Magenta, Pantone’s colour of the year for 2023. Described as brave, fearless, powerful and empowering, Viva Magenta descends from the red family and is inspired by the red of cochineal, one of the brightest, oldest and most precious natural dyes in the world.


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Magenta is a difficult colour to pin down. Some say it is pink – somewhere between Barbie and Baby – while others lean towards purple, with complicated folk arguing that it is a combination of pink, purple and red. Pantone’s iteration is equally complicated yet delightfully captivating. “It is a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundaryless shade that is manifesting as a stand-out statement,” the Pantone Colour Institute explained at the unveiling during Art Basel Miami. “Viva Magenta is brave and fearless, and a pulsating colour whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.” Pantone is the authority on colour trends and, every year, analyses the most prominent hues across fashion, art and design in order to give us a colour that wordlessly captures the essence of the year. Browse the gallery above for MOJEH’s Viva Magenta edit. Learn more about Viva Magenta and previous colours here

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  • Compiled by Ritu Chauhan and Savanna Smith