Ultra-Violet is the Pantone colour of the year so we’re pretty sure that this trend is a winner.

Last time we looked at the Rebel Mum trend, this week we focus on the Pantone colour of the year – ultra-violet. This trend incorporates everything from pink through to lavender. This trend moves away from the soft rose gold tones we’ve seen so much of recently, to bluer northern lights sky tones at one end of the spectrum and neon and bubblegum pinks at the other.

The highly stylised nostalgia of shows like “Stranger Things” has us looking backwards to the sugared almond shades and deep purples of the late 20th century, with influencers as diverse as Prince and Molly Ringwald. Playful nods to the coordination fad of the 80’s can be seen in everything from matchy-matchy trouser suits to tone on tone interiors,

You’ll also see the ultra-modern techni pinks that flamboyantly celebrate advances in dyes and fabric technology. Everything from oversized lavender coats in new teddy bear textures to futuristic PVC fabrics in transparent neons have graced the catwalks for spring/summer 2018.

Why is the ultra-violet trend important?

Colour is everywhere – we can’t escape it and it is one of the fastest ways to signal that you and your business are on-trend and current. For those of you that like to think they are trend-resistant, we think Miranda Priestly sums it up well…

Where we’re already seeing the ultra-violet trend?

ALL OVER THE PLACE! Like, have you even been on Pinterest recently? Interiors, fashion, everywhere.  

Wes Anderson is an influencer for this trend, with designers looking to films like The Grand Budapest Hotel with its saturated pinks and quirky nostalgia. 

Lavender was all over New York fashion week last September,  with designers as Diverse as Victoria Beckham and Tom Ford menswear featuring it as a key colour for spring 2018.

In beauty, pink eyeshadow is back big time, spilling out of the eye line and onto the tops of cheekbones in candy floss hues.

Rainbow hair continues to trend with bubblegum pinks and purple ombre looking punky and fresh.

January’s second Women’s March in the US saw the re-emergence of “the pussy hat” with its distinctive shade of pink .

Ultra-violet influencers

Prada’s recent “The Postman Dreams” advertising campaign featured retro pinks on hyperbolic characters.

@bodiposipanda Megan Jayne Crabb rocks “my Little Pony” hair and radical body acceptance, using pink liberally and reclaiming what it means to be “girly”.

Gigi Hadid has oversized pink coats and lavender chiffon layers all over her Instagram feed, including her German Vogue cover Versace tribute.

Who is doing ultra-violet well

Matthew Williamson’s interiors range is full of pop culture pinks and saturated lavenders set against petroly blues.

David Shrigley’s Sketch restaurant with its softly textured pink on pink colour scheme is retro-dreamy.

A great trend for…

  • Beauty and wellness business – purple has long been associated with creativity, independence and royal levels of extravagance. Lavender as a herb has healing and calming properties, incorporate lavender based treatments in your promotions.
  • Wedding creatives – ultra-violet will work its way into the wedding trends too, with everything from flowers to bridal shoes sporting touches of this year’s big colour.
  • Interiors and fashion creatives – whether using a hint of colour of going full colour matching finding a way to embrace the lavender trend is a must to stay up to date.

How to incorporate ultra-violet trend into your business, social media and marketing

  • Designers and makers working in interiors should update their photo styling with pops of hot pinks and swathes of deep purple, layering tone-on-tone colours in mixed textures.
  • Cafe’s and restaurants can easily update classic cakes with sprigs of lavender or add glamour with galaxy mirror glazes.
  • Style shots of cards and gifts for Valentines and Mother’s day with pink envelopes and purple spring flowers such as crocuses or iris.
  • Pink is no longer just a “youth” colour and feels sophisticated paired with denim and petrol blues for the mature market. Don’t discount the impact pink can have for men’s products too.
  • Look to Instagram and Pinterest for inspiration to incorporate the ultra-violet trend

This trend looks to the iconic and is not for shrinking violets. It captures the current vogue for boldly re-defining feminine tropes – pink is political.

Next time we’re looking at the Earthy Kindness trend.

Ruth & Louisa

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