Each year, Pantone chooses an annual colour. But 2020, never much of a rule follower, has demanded a more complex portrayal. Pantone has paired two colours to connote both struggle and triumph, with dark and bright hues visualising ‘light at the end of the tunnel’.

When Gen Yers adopted a hue of pink that became associated with their generation brands like Glossier soared in popularity as they bought into the pink aesthetic. Gen Zers are switching things up by picking green as their go-to colour for beauty products.

People are wearing and buying color like never before. Where once black was the chicest of all shades, now every color of the rainbow is fair game. How are brands playing with hues to offer shoppers a consistent cross-channel experience that reflects a coherent identity?

Luxury shoppers are increasingly exploring brands digitally by diving into the metaverse and tech-enhanced forms of engagement. In turn, high-end labels are building ever-more sophisticated digital and virtual spaces across gaming, e-commerce, and social media, using these channels to foster intimate connections with old and new consumers.