You’ll crush on WGSN and Coloro’s 2024 Color of the Year

LONDON – Trend forecasting company WGSN and its sister company Coloro, which predicts the future of color, announced Apricot Crush as its Color of the Year for 2024. 

Apricot Crush, (Coloro 024-65-27), will bring a warming luminosity to the home, both indoors and outside. Its soft, sun-bleached quality pairs easily with neutrals and is suitable for textiles, glass, bath and bedroom products. 

Apricot Crush is a restorative, refreshing and energetic hue.

Clare Smith, color strategist for WGSN noted, “Invigorating, mood-enhancing and vitamin-balancing hues align with self-care rituals, which have become ingrained in people’s lives. There is a focus on restorative colors that are mindful and help to bring balance into the everyday. Apricot Crush, our Color of the Year for 2024, signifies the importance of nourishing the mind and body. It is the perfect hue for a world seeking calm and optimism, bringing a necessary pick-me-up as consumers continue to grapple with a range of emotions and uncertainty about the future.”

“WGSN first forecast Apricot Crush as a key color for A/W 23/24, and moving it into Color of the Year signifies the importance of orange as a versatile, trans-seasonal shade. Reflecting WGSN’s commitment to color longevity and sustainability goals, we believe Apricot Crush’s restorative attributes will appeal across fashion, beauty, interiors and consumer tech,” said Smith.

Apricot Crush is versatile and gender-inclusive, making it great for occasion wear, loungewear, activewear and outerwear. Its restorative attributes will make it relevant for health- and wellness-led consumer tech products, WGSN said.

Sansan Chen, managing director of Coloro added, “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.”

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