September 22, 2022
WGSN Names ‘Apricot Crush’ Color of the Year for 2024
The trend forecasting company says the “restorative, refreshing and energetic hue” will dominate in autumn/winter 23/24.
Get ready for a wash of warm, bright color in the near future. Trend forecasters WGSN and color system Coloro have just announced Apricot Crush as their Color of the Year for 2024, predicting that the “restorative, refreshing and energetic hue” will dominate in autumn/winter 23/24.
The light orange shade cultivates a hopeful mindset for consumers grappling with uneasiness about the future, according to WGSN. Plus, it’s versatile and gender-inclusive, making it ideal for activewear, outerwear and other apparel categories. Easily paired with neutrals, Apricot Crush will make an appearance in home décor and other hard goods as well.
“Invigorating, mood-enhancing and vitamin-balancing hues align with self-care rituals, which have become ingrained in people’s lives,” says Clare Smith, color strategist for WGSN. “There’s a focus on restorative colors that are mindful and help to bring balance into the everyday. Apricot Crush signifies the importance of nourishing the mind and body.”
Sansan Chen, managing director of Coloro, also notes that the shade transcends season and gender, giving it a broad and durable charm. “At Coloro, we are seeing brands take ever more care in choosing palettes with lasting appeal to minimize environmental impact,” she explains.
Suppliers expect Apricot Crush to gain traction in the promotional products world as well. “I do see this as a natural progression from natural color tones to more vibrant, warmer earth tones,” says Natalie Hopkins, director of merchandising apparel for trade and retail at Top 40 supplier alphabroder (asi/34063). “This continues the trend of bringing outdoor shades inside for peace, tranquility and balance.”
Lauren Cocco, director of merchandising and design for Top 40 supplier Vantage Apparel (asi/93390), says Apricot Crush is versatile and has a “relaxed and balanced vibe.” For Vantage, “It merchandises well with the neutrals in our outdoorsy color story made popular by the crafting and cargo pant culture,” she adds.
Consider Apricot Crush for food service, travel, tourism, breweries, schools and barbershops. It also works well for health and wellness markets, whether it’s a natural food store or a boutique fitness center. The shade is ideal for T-shirts, fleece, polos and accessories. But don’t leave out the hard goods: Apricot Crush can liven up a diverse array of products, from drinkware and kitchen items to journals and pens.
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