Fashion is influenced by the world and the world is influenced by fashion. Designers are now trying to figure out their new consumers. The emotions that consumers feel when buying clothes is a direct reflection of the consumer’s mental state. Therefore, the correlation between COVID-19 and the color of the clothes they buy will start to become evident soon. Meaning people will gravitate towards and away from some colors unconsciously because of their connection to them.
Color Psychology is one of the most overlooked, but important sides of fashion. It is not as easy as saying blue invokes the emotion of trust, therefore if we wear blue people will trust us. Each person interacts with colors separately, pulling different meanings from the same color. A person may see yellow as being annoying because of a childhood experience, while their neighbor loves yellow because of a teenage experience in their life. This is why color stories are important in fashion, not just one color. People tend to follow color stories before they follow trends. Sticking to colors they love like magnets. A good color story can emotionally connect a brand with its consumer.
Fashion brands are now “color tailoring” their Spring/Summer 2021 collections and moving in a different direction, looking for colors the evoke relatable emotions. During the Post-Covid haze, colors are going to affect people now and over the next year. Popular colors will play a big part in brands continuing to grow and establishing a connection with their consumers. The color stories below evoke an emotion that can be promising to consumers in 2020-2021.
The Current Color Story Trends
These colors evoke the emotion of comfort, calmness, and nature, which have been important factors of being at home and emotionally recovering from COVID-19. As people look down their Instagram feed, now more then ever they see natural tones. Shades and tones of “natural colors” are going to flood closets and runways. People want to feel more comfortable and at home, natural tones achieve this. Another factor is the “Greenhouse Love” that is entering the interior design world. That love for emerald green is a direct correlation with the increase of plants in homes. Sustainability is also a current trend, natural tones are more related to earth. These browns and accent colors will help fashion brands become “the comfort of home” to consumers. Making these natural tones easier to purchase.
Virtual Fashion and masks are two major trends in fashion right now. The whole fashion industry has gone virtual, creating a futuristic technology mood. While masks may not be forever, but the style effect of them will be. This brings on the trend of fashion masks. Designers are going to pull from this. The combination of future tech and the suffering in a dystopia will create a powerful emotion.
Tech Dystopia will be a color story that takes over the streetwear industry. Most people associate black with being powerful, while grey with feeling disconnected and emotionless. The mesh of blacks, blue-greys, and silvers will evoke a futuristic tech look while still playing on the current atmosphere of being hopeless. The contrast of white creates a drama providing the space to dive into this color story. Tech Dystopia is going to be a perfect theme for many brands who want to connect with the future, while still holding on to the uncertain COVID-19 provided. These colors are going to be an easy sell to most consumers.
Pop Luminosity is a color story focused on bringing a pop of color into our closets. A color story that sticks out in a store and online, but is still relatable and fun. Fuchsia is a combination of energy and femininity. The color violet has the highest energy. The level of “high energy” is why purple is associated with creativity and royalty. Fuchsia creates this same level of energy and creativity that consumers will be pulled towards.
The outgoing emotion that fuchsia exerts is just what people will want to see. This color story will be a reminder of fun to consumers. After being inside for so long consumers are going to want a color story that is active and outgoing, but still a reminder of comfort. The pink in this color story offers comfort. Pink usually gives people thoughts of femininity or softness. This is the color story of the summer. Fuchsia offers the best of both worlds to consumers, making Pop Luminosity an ideal color story.
By looking at the world, brands can tell what color stories will be received well. Natural Tones, Tech Dystopia and Pop Luminosity are all color stories that will help connect a brand to their consumer. Color stories play a huge part in what consumers buy. Just like following trends, brands need to make sure they follow color stories.
Written by: Corinea L. Austin
Corinea is an Atlanta based fashion business owner and voice. She is a graduate of SCAD with a background in fashion, costume design and business management. With insight spanning into the textile industry, she can be found on all social media under @cocorinea