A Deep Dive Analysis of Hues Part 1: The Evolutionary Explosion of Color within Fashion

Written by Brett Byers

Color is everywhere. From album covers and movie posters to business branding and fashion, color can express deep meaning and bring ideas to life.  One of the first things the human eye notices is the tint of a piece of work, whether it be a designer dress worn at a fashion show or the background of an ad campaign. The slight tweak of a hue can change the whole concept and meaning behind a project. Beyond that, the evolution of color and how it’s used within the world of fashion brings me to ponder: is the usage of color within the fashion industry really black and white?

Let’s go back to the beginning to the growth and evolution of color within fashion. There is no doubt that color plays an integral role in the history of fashion; each era has its own ineradicable spot on the timeline, which offers a glimpse into societal views of the time. For instance, the repressed and conservative ideals that encompass the Victorian Era come with muted tones where rich and dark colors prevailed.. Adversely, the Roaring Twenties introduced an explosion of vivid, dazzling shades from pale-gold to light blue, reflecting the fast-paced and extricated atmosphere. A decade later, the bold, clashing and artificiality of technicolor became prominent within fashion as a manifestation of the introduction of color within the film industry at the time. The 1980’s were a playground of color, introducing eccentric and bright colors from hot pink to neon yellow that existed with the epochal geometric patterns of the era. This demonstrated the expression of individuality through clothes that surged throughout the era and the energetic, high-spirited period of the 80’s. Nowadays, it seems as though there is an amalgamation of these different eras and hues that make up present-day fashion. This serves as a reflection of our nostalgia and our continuation on the path of the ever-evolving future of fashion.

Not only do colors play an intrinsic role in dissecting the history when they were  prominently worn, but they also take on a large role in marketing and branding within the industry. From Tiffany and Co.’s iconic robin’s-egg blue to the sleek, striking black and white of Prada, brand colors allow companies to create a recognizable personality. The hues distinguish their brand’s identity and atmosphere, as well as determine their target audience. This choice of colors throughout the branding process ties into the psychological aspect behind colors, which explains how colors affect perceptions and behaviors in humans. Colors can evoke different emotions and sensations within the viewer–each color having corresponding emotions attached. According to color-analysts, red can portray passion and power, yet it can also be associated with danger and violence. On the contrary, white is seen as modern, serene and pure. Different colors can also be used to cater to different audiences– richer, darker hues are more likely to attract a more mature, elegant clientele, while lighter, pastel colors draw in a younger, more free-spirited population. When applying color psychology to larger fashion brands, these concepts are present. For example, Gucci, Versace, and Coach all use darker color schemes in their branding and marketing to promote a more luxurious atmosphere surrounding their identity. 

However, some brand’s presences challenge the established, aforementioned color associations. Namely, the bright, iconic Tiffany Blue that adorns the brand’s jewelry boxes would normally be related to a younger audience. However, their use of color is so long-standing and well-known that it can still be synonymous with luxury and communicate the idea of romance, sophistication, and elegance that may attract a more mature audience; their iconic blue is at the heart of the brand’s identity. This is just an example of how all of these aspects behind color must be strategically applied in order to determine a brand’s identity and the audience it wants to manufacture. 

To tie this all into the broader umbrella of fashion, we must dissect the concept of the lifestyle of colors. This concept was first instituted with the introduction of seasonal hues. Following the birth and application of color psychology, seasonal color analysis was introduced as a way to predict the upcoming hue for the season. The basis of dividing colors into seasons was introduced in the 1920s by Swiss painter, professor and designer Johannes Itten, who found that each season was delegated to a certain shade of colors. This concept has broadened and grown greatly, with the ever-evolving fashion market labeling a certain “color of the season.”

These color assignments are predicted by fashion analysts to determine what society and brands alike have deemed as the upcoming season’s predominant color. This color will be seen throughout the market, influencing designers, brands, consumers and fashion shows. To forecast the colors that will govern a particular season, analysts look into influences such as art, technology and socio-political factors at the given time. Further, an influential component in determining what the next season’s hue will be is seen in the Pantone Color Institute, which annually proclaims a “Color of the Year” that will set the tone for the upcoming season of fashion. For example, Pantone declared 2024’s color of the year to be Pantone 13-1023 Peach Fuzz, aiming to create a comforting and warm atmosphere that will set the mood for consumers and brands around the world. This color is already prevalent in recent runways, from Viktor & Rolf to Pieter Mulier’s Alaïa show. 

The notion that every season is assigned a color is immensely impactful in the fashion world, as it influences every other aspect of how color is incorporated throughout the industry. Brands and designers alike can implement the predicted seasonal hues in their stores, marketing and branding campaigns and more in order to attract consumers and align with the market’s predicted mood.

Overall, color plays an immense role within the fashion industry, from its vast history, marketing value and the seasonal hues. The usage of color can mean much more than just a shade plucked from the spectrum.

Sources: 

Bose, Namah, et al. “The Story of the Iconic Tiffany’s Blue Color.” Fashion Law Journal, 1 Jan. 2023, fashionlawjournal.com/the-story-of-the-iconic-tiffanys-blue-color/.

“The Evolution of Color in Fashion and the Art of Predicting Seasonal Hue.” JOOR B2B Fashion Platform, www.joor.com/insights/the-evolution-of-color-in-fashion-and-the-art-of-predicting-seasonal-hue#:~:text=The%20Historical%20Palette%3A&text=As%20the%2020th%20century%20progressed,of%20the%20era’s%20pop%20culture. Accessed 29 Feb. 2024.

“How Color Psychology Affects Fashion Design & Branding.” MakersValley, blog.makersvalley.net/how-color-psychology-affects-fashion-design-branding. Accessed 29 Feb. 2024.

Pantone. Pantone, www.pantone.com/color-of-the-year/2024/creators. Accessed 29 Feb. 2024.

“Shop Women’s Clothing by Color: Kettlewell Colors USA.” Shop Women’s Clothing By Color | Kettlewell Colors USA, www.kettlewellcolours.co.uk/blog/jo/a-brief-history-of-colour-analysis. Accessed 29 Feb. 2024.

“Why Is Tiffany’s Color Blue?” myGemma, mygemma.com/blogs/news/why-is-the-tiffany-color-blue. Accessed 29 Feb. 2024.

Edited by Lauren Veum, Maggie Bond, Alex Speier, Annie Stockwell, and Sam Teisch.