Come spring, Pantone predicts we’ll all be looking as radiant as an orchid—or at least a purplish pink orchid.
Old Navy’s design team was onto the hue when they started to look at color trends last year, and the shade will be making a mark in the brand’s spring and summer collections.
“Our consumer likes really bright optimistic color, and wants a touch of femininity in everything that we bring to her,” said Jill Stanton, Old Navy’s executive vice president of product design and development.
“Radiant Orchid is right in her wheelhouse.”
Pantone polls the world’s design community when selecting their color of the year, considering everything from runway collections, films in production, art exhibits, travel destinations, technology and even sports. The selection provides an insight into what consumers can expect to be popular in the coming year.
“While the 2013 color of the year, Emerald (PANTONE 17-5641), served as a symbol of growth, renewal and prosperity, Radiant Orchid reaches across the color wheel to intrigue the eye and spark the imagination,” said Leatrice Eiseman, executive director of the Pantone Color Institute.
“An invitation to innovation, Radiant Orchid encourages expanded creativity and originality, which is increasingly valued in today’s society.”
Old Navy approaches color selection with a combination of art and science. The team analyzes color trends from prediction agencies and validates with observations from the marketplace. Finally, they put those dominant hues through a filter for Old Navy.
“We like to think about the pace and appetite of the customer we are serving,” said Stanton.
“An ‘it’ color allows our customer to signal that she’s current and knows what’s going on in fashion.”