At the end of last year, Pantone announced its 2023 Colour of the Year: Viva Magenta. The brand describes the shade as a “crimson red tone that presents a balance between warm and cool”.

Pantone highlights a colour each year that reflects the current culture, and the brand said Viva Magenta 18-750 is a “hybrid” shade that is “symbolic of our existence in the physical and digital world”.

The colour is a close cousin to 2022’s hot pink (official name “Very Peri”); both are bold and strong, and according to Leatrice Eiseman, Executive Director of the Pantone Colour Institute, the new colour is inspired by the bold colours found in nature, especially the red of the cochineal insect, which is often used in natural dyes.

So with Spring just around the corner, consumers may be interested in incorporating Viva Magenta into their wardrobe. Even if they cannot find a wide array of products in the exact shade, they can certainly purchase footwear and fashion items in colours that are reminiscent of Viva Magenta.

How to wear Viva Magenta

Pantone said it is “a full-on statement”, advising that for a quieter outfit the colour works radiantly as an accessory – “pair it with pale greys, blues or pastels”.

“Or want to jump on the monochromatic trend? Try it with other pinks and command the room,” it added.

Because Viva Magenta is a red that strikes a balance between warm and cool, it’s not too harsh for the body. “Instead it brings a fun, celebratory element,” Pantone said.

In day-to-day life, the colour translates to more opportunities for intentional statement dressing using one or two bright pieces here and there, so perhaps a garment or an accessory that incorporates the pop of colour and mixes it in with neutral tones.