The Color of the Year for 2024, according to WGSN and Coloro, is Apricot Crush—a restorative, refreshing, and energetic hue that provides an antidote for consumers who continue to grapple with a range of emotions and uneasiness about the future. Care, connection, and community underpin the color choice, which also calls to mind the nutritional properties of vitamin- and antioxidant-rich oranges and apricots.

"Color in 2022/23 was rooted in uncertainty, a search for optimism and escapism. As society has progressed and is continuing to find its feet in a post-pandemic world, color will lean more towards a holistic approach of regenerative, digitally-infused wellness colors that are sensorial and energizing. This focus on healing also lends itself to quiet and clean colors, and in contrast, near-neon dopamine-inducing brights that are inspired by the metaverse and the fusing of IRL and URL," Megan Bang, Beauty Analyst at WGSN, shared.

Forecast as a key color for A/W 23/24, Apricot Crush (Coloro 024-65-27) will bring a warming luminosity to the home, both indoors and outside, effortlessly with neutrals and presenting a playful side that will connect with beauty products across categories.

Bang continued, "Apricot Crush is the embodiment of this color evolution through its youthful, regenerative, and optimistic energy. These values translate to beauty in a multitude of ways that go far beyond traditional color cosmetic applications. From packaging, product coloration or attitude, Apricot Crush bursts with a sensorial freshness. The dynamic colour also inspires fresh finishes in packaging and makeup applications such as restful frosted packaging or what we have highlighted as a glowing skin finish."

Apricot Crush is versatile and gender inclusive, making it great for application across fashion categories, while its restorative attributes make it relevant for health- and wellness-led consumer tech products.

Sansan Chen, Managing Director of Coloro, adds, "It's exciting to see orange, with its gender-inclusive and trans-seasonal flexibility, gaining—and maintaining—momentum as a key color. At Coloro, we are seeing brands take ever more care in choosing palettes with lasting appeal to minimize environmental impact. Apricot Crush is a highly achievable color that can also deliver an emotional lift to consumers in uncertain times."