The serene sway of blue water, the eternal feeling of a desert landscape and the grounding effect of earth are part of the allure of an ensuing color palette for products developing during the Covid era.
Color and specialty chemicals company Archroma said warm, earthy tones are among the most commonly ordered color standards and recipes from its Archroma Color Atlas library, which contains 4,320 colors applicable to fashion and home textiles.
Nature-inspired colors are proving to be a respite to the chaotic and digitally charged lifestyles consumers are experiencing.
“Colors are well known for their influence on our mood,” said Chris Hipps, director of the Archroma color management business. “Many people around the globe have been reevaluating their priorities in the context of the Covid-19 pandemic, and earthy tones have that capacity to bring us a warm comforting feeling among the anxieties and uncertainties that surround us.”
Among the most requested colors for Spring/Summer ’21, Archroma said, are shades of brown infused with golden yellow, brown-infused gray and shades of icy blue and green that have a matte appearance. A pale shade of peridot lightens the color palette.
Earth tones, however, have been gaining popularity in recent seasons as designers shift their focus to seasonless, genderless and sustainable concepts.
In denim, brands like G-Star Raw and Esprit have adopted Archroma’s EarthColors, a dye technology derived from food and plant waste, to achieve shades of tan, green and dusty pink. This summer, J Brand introduced a line of earthy-hued jeans made with Tonello’s Wake technology, a 100 percent sustainable dye process that uses only organic and fully compostable raw materials.
Ecru denim, which lends itself well to the workwear trend, is gaining momentum as a solution for brands to cut down their water and chemical usage, too.
Neutral colors may be the salve brands and retailers are searching for during this uncertain time. Versatile yet comforting colors like beige, khaki and soft pink were a go-to palette for men’s and women’s loungewear during the months of lockdown earlier this year.
And a recent report by retail data analytics company Edited indicates that fall assortments won’t stray too far from this palette. Sage green, spiced orange and navy blue, Edited said, are safe new additions to bet on for fall for loungewear and knits.
Neutrals have runway appeal as well. In its S/S ’21 forecast for New York Fashion Week, Pantone said shades that are illustrative of nature bring a renewing vibe, while also speaking to the growing demand for fashion built with longevity in mind. The soft, nature-inspired collections by Veronica Beard and Ulla Johnson confirmed this direction.