AI-generated image by WGSN and human craft by Keren Setton for WGSN
Jan 17, 2024
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Dive into the future with our first top trends revelation for 2024, Apricot Crush, the Colour of the Year that goes beyond aesthetics.
This warm, restorative hue will shape product and service development for 2024 and beyond, attracting those who feel the need to nourish both the mind and body.
Reflecting a growing focus on holistic lifestyles, WGSN’s 2024 Colour of the Year appeals to consumers grappling with a range of emotions linked to uneasiness about the future. The refreshing, energetic and rejuvenating orange resonates with consumer sentiments, swinging from ‘future shock’ to a search for awe.
Apricot Crush, a rebalancing bright with an activating vitamin-inspired tone, embodies a full-spectrum approach to health and wellbeing. It calls to mind the antioxidant-rich benefits of apricots and oranges, as well as the beauty found in nature. A key highlight and solid shade for activewear, especially linked to cool-down and recovery pieces, Apricot Crush remains important as a psychological mood booster.
Colour evolution
Apricot Crush was first introduced for A/W 23/24, reflecting a growing focus on holistic lifestyles. The colour started as Peachy in A/W 21/22, evolving into Faded Citrus, Papaya Smoothie and finally Apricot Crush.
We've been tracking the emergence of orange hues since 2021, particularly as recharging brights in the wellness sector, where they are used as an inclusive, youthful alternative to pastels.
Nourishing the mind and body remains a top priority for consumers and unexpected, all-encompassing colours such as Apricot Crush play into this. It calls to mind the nutritional properties of vitamin- and antioxidant-rich oranges and apricots. Apricot kernels are also used as a skincare ingredient and a bio-composite material by the agricultural industry. In some cultural traditions, this colour symbolises the beauty of nature, particularly the orange of clouds at sunset.
After a period of global turmoil, Apricot Crush acts as a necessary pick-me-up, cheerful enough to face the future with hope and positivity.
Ready to explore how this hue sets the tone for 2024? Grab a sneak peek into the future by downloading our free forecast.
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