Josina van der Velden
Archroma, a global leader in color and specialty chemicals, who pioneered custom color engineering in textile and fashion, recently sponsored a seminar with founder of Design Seeds, Jessica Colaluca, during this year’s PrintSource New York exhibition, that focused on the use of “Color Anthropology” and how recent global political events including the election of Donald Trump and the passing of BREXIT may alter the already established fashion industry color palette for the upcoming season.
Bold hues rule as people seek empowerment, self-expression, and optimism by leaving subdued colors in 2016
“Color has long been a form of self-expression over the years,” says Colaluca, “The US election of Donald Trump impacted the colors we are – and will be – wearing this upcoming season. While not in the literal sense of red, white and blue being patriotic, but the notion of Americana and how people want to relate to it was shaken.”
In many ways, the “modern folk/hipster” aesthetic was born in reaction to “consumerism gone wild,” which made natural colors make sense the past three years, but with the volatility of politics, nationally and globally, it makes sense the aesthetic will evolve dramatically once again. Allowing for a feeling of empowerment, optimism, and self-expression.
Colaluca points to strong fashion trends like flannel shirts and red dad caps that have dominated the market such as Modern Folk and Americana start blurring political lines of very different people with distinctly different ethos. As early as Q4 2016, color anthropologists could see a fallout coming on this trend aesthetic in the hipster and early adopter segments because the aesthetics cross over with people of very different political and cultural beliefs, therefore separating themselves from a belief system they don’t share.
To address the fast pace of these shifting color trends, Colaluca highly recommends that fashion designers and brands leverage tools like Archroma’s Color Atlas system.
“The Color Atlas has beautiful modern colors that are constantly relevant,” said Colaluca. “As a designer, this is critical due to a quickly shifting consumer. And, if it doesn’t have the exact color I need, I can request a custom standard to achieve exactly the shade or hue I am looking for.”
Archroma is a global color and specialty chemicals company headquartered in Reinach near Basel, Switzerland. It operates with 3,000 employees over 35 countries and with 25 production sites. Its three businesses – Brand & Performance Textile Specialties, Packaging & Paper Specialties, and Coatings, Adhesives & Sealants – deliver specialized performance and color solutions to meet customers’ needs in their local markets, touching and coloring people’s lives every day, everywhere.
Archroma is passionate about delivering leading and innovative solutions, enhancing people’s lives and respecting the planet. The company is committed to challenging the status quo in the deep belief that it can make its industry sustainable; an approach reflected in its innovations, world-class quality standards, high service levels and cost-efficiency. Products enhanced, colors enhanced, performance enhanced – “Life enhanced”.
About Archroma Color Management
Archroma Color Management provides innovative solutions to manage color standards and palettes along the whole textile chain for retailers, brands, vendors, and textile mills. Archroma offers the required tools—through web-based software and customized services—for color searching, color matching, color standards, and the communication of seasonal color palettes. Archroma’s goal is to help its customers achieve accurate color first, accelerate their time to market with our tools, services, and support systems.
Jessica Colaluca brings her passion for color to the masses through Design Seeds, a blog she began in May of 2009. Design Seeds has become a premiere color resource for both designers and enthusiasts, featuring inspirational images from global collaborators in combination with Jessica’s color work. With over a million followers across social media, Jessica is also seen as a leading color and trend influencer. Prior to Design Seeds, she worked in-house at Ford, Reebok, and Timberland. With a depth of experience and love for designing streetwear, Jessica is launching the rob-bot.co lifestyle brand in Spring 2017.
Archroma are proud members and/or partners with the following organizations