Forecast by Coloro and WGSN two years ago,the Key Colors for S/S 20 have proven to be a commercial success, across both online retail and social media. Using WGSN proprietary data and the logical Coloro system, which due to its unique coding is easily embedded into machine algorithms, we track each color s̓ journey and recommend next steps for the seasons ahead.

S/S 20 Key ColorsTrend Confirmations

In 2018, we called out Neo Mint as our color of the year for 2020. With a coolness that feels crisp and contemporary, Neo Mint is set to spana further four seasons, to A/W 21/22 as it continues to drive innovationin the coming seasons.

Buzz around progressive robots and AI increased as consumers began to recognize the need for balance between nature and technology. Coloro and WGSN noted the emergence of mint in digital artists Lucy Hardcastle and Wang & Söderströms̓ texturaland phygital (the fusion of physical and digital) artworks.

Neo Mint flourished from a niche fashion color to a mainstream trend, rising across all market segments.It was being posted by one in six accounts, with the biggest jump noted from August 2018 to August 2019 (+114%). All the influential designers and brands were behind its success, from hyped Jacquemus and Gucci to aspirational Ganniand Acne Studios.

Neo Mint rolled into womens̓A/W 19/20 catwalks, highlightinga transseasonal color approach, echoed during the A/W months on social media (+51% penetration in A/W 2020 vs. 2019). In retail, green has been increasing its share of the color mix, Neo Mint specifically has increased by 37% (UK) and 21% (US) YoY across S/S 20 new-ins. While rising across all markets, trend-led retailers in the UK (+101%) and luxury in the US (+100%) propelled the growth.

Thanks to growth across mid-market retailers, coupledwith the fact that it is risingacross conservatives on social media, there is more scope forthis color for S/S 21.

Coloro and WGSN forecast Neo Mint to continue its appeal for a further four seasons, highlighting the consumer appetite for tones that capture the escapism of the digital world and embody a forward-thinking mindset.

Coloro and WGSN announced Neo Mintas a Key Color for S/S 20. An antidote to the sea of minimalist tones, Influencers, brands and retailers harnessed Neo Mint to create stand-out looks on social media. WGSN Trend Curve spotted the hue in 70 accounts in August 2018, driven by the innovator segment.

2018

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2017

Neo MintFive Key Colors S/S 20

In 2018, Cantaloupe was called out as a mood-boosting Key Color for S/S 20. A milkier, subdued take on the youth-driven oranges that had been making noise in previous seasons, Cantaloupe played into the appeal of typically feminine colors that effortlessly cross over categories of apparel, contemporary interiors and tech accessories.

Orange was used as a colorof protest by Chicago-based anti-gun advocacy group #wearorange. Associated with hunting garments, orange is worn in the woods, offeringa clear ʻdonʼt shootʼ signal to fellow hunters. Its feel-good quality proved perfect

for summer, and by September 2019, Cantaloupe reached peak popularity with a penetrationof 9.9%, up from 8.9% in 2018.

Cantaloupe upticked across trend-led retailers (+39% UK,+38% US), and was hailed by luxury brands Gucci, Net-a-Porter and Acne Studios.

Despite the highest penetration noted across mass and conservative segments, Cantaloupe consistently grew over the past two years among innovators, specifically in S/S 20, indicating it still has relevance.

At the directional end of the market, bras (56% UK, 48% US) and skirts (57% UK, 55% US) showed a high percentage of out-of-stocks, indicating an appetite for thishue beyond S/S 20.

Showing adoption in allMarkets on social, at retail it isthe directional end that has seenthe fastest increase of new-ins, leaving room for the mass market to continue to invest.

WGSN and Coloro highlighted this hazard orange tone as an important color as it began to build traction, especially within the youth sector.

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2016Coloro and WGSN announced CantaloupeAs a Key Color for S/S 20. A milkier, subduedtake on the youthful oranges seen in previous seasons, it injected a sense of optimism and joy to the S/S palette bringing a boost of energy and elation.

2018

CantaloupeFive Key Colors S/S 20

Purist Blue was called out in 2018 as a softer, sunnier take on the rich cobalt blue seen in previous seasons. With a laundered and softened feel to it, Purist Blue will continue to drive innovation across men’s and women’s fashion, contemporary interiors and advancing technology in the coming seasons.

Designers such as Emilia Wickstead and Burberry used light shades of cornflower, pastel and baby blue in their A/W 17/18 Catwalk Collections.

The hue was noted across high-fashion brands Louis Vuitton and Gucci, and with retailers Revolve and Nordstrom, confirming widespread popularity.

Growing for the past 14 months on social media,it achieved an all-time high of 27% penetration in August 2020.

Reaching a peak of 371 accounts in July 2020 (+27% YoY), Purist Blue was featured in one in every four posts during 2020, highlighting its popularity.

In retail, Purist Blue dominated, thanks to its versatility across all product categories, with dresses (22% US, 24% UK), blouses (16% US, 14% UK) and sweaters(11% US, 12% UK) holding the largest share of the sell-out mix in S/S 20.

Thanks to the rise of transseasonal color, Purist Blue can transition into A/W, feeling fresh on knitwear and outerwear.

2019

2020 2021 & onwards...

2017

Purist Blue was announced as a Key Color for S/S 20 by Coloro and WGSN. Crisp and fresh, this pale blue was the perfect contemporary color to welcome in a new decade. Purist Blue is noted as a color of peace and escapism, striking a perfect chord between a bright and a neutral tone.

2018

Purist blueFive Key Colors S/S 20

Coloro and WGSN announcedCassis as a Key Color forS/S 20. Cassis evolved from the sweet tones that had recently been impactful across markets, capturing boththe gender-neutral appealof Millennial Pink and the modern appealof purple.

Building on the success of mineral pinks and dusted purple tones over recent seasons, Cassis cleverly fused the two with modern appeal. With a notably feminine feel, it thrives in women’s apparel, decorative accessories and delicate, soft interiors. It also resonates with the menswear market, with its blue undertones making it versatile and workable across collections.

Millennial Pink became one of the most Instagrammed colors in history, hailedby cult brands such as Glossier, Acne Studiosand Mansur Gavriel.

During S/S 20, innovators signalled the biggest jump (+35.9%) YoY, reaching a penetration of 6.7%,up from 4.9% in S/S 19.

Trend-led retailers have led the growth (+85% UK, +86% US YoY), opening up opportunities for the mass market to adopt this delicate tone for A/W 20 and beyond.

Cassis grew the fastest at the directional end of the market on social media and in online retail, leaving scope for the mass market to adopt the hue in future seasons.

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2017

Driven by the activewear sector, this enriched tone was led bybuzzy brands such as Girlfriend Collective before being spotted across 137 social media accountsin September 2019 (+10% YoY).

In retail, new-in volumes of Cassis apparel began to pick up YoY across luxury retailers Neiman Marcus and Bergdorf Goodman.

2018

CassisFive Key Colors S/S 20

Over the past three years, yellows have evolved substantially, driven by Gen Z Yellow. In 2018, WGSN and Coloro called out Mellow Yellow as a Key Color for S/S 20 due to its golden and sun-soaked tones, making it a safer color for the commercial market.

WGSN called out Gen Z Yellow as the color of the younger generation, coining the name as so. Just like pink, this move towards yellow was pushed mainly by youths as they drove social media and gradually took control of the visual culture it presents.

Mellow Yellow was announced as a Key Color for S/S 20 by Coloro and WGSN, with Yellow the fastest-growing color at online retail in 2018. WGSN Trend Curve data shows Mellow Yellow boomed in S/S 18 on social media, propelled by the conservative (+170%)and mass (+72%) segments.

Although this color peaked earlier than the other four key colors, it still holds relevance as it rose again among innovators in S/S 20. This confirms that despite being a mainstream color story with ups and downs at retail,it s̓ a hue that attracts attention and still has relevance at the directional end of the market.

While the color remains one to watch for fashion ranges, select yellow tones with care and consideration in order to engage your consumer and avoid potential markdowns.

2018

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2017

In 2019, although yellow was still increasing, discounts rose at a faster rate than new-in volumes, highlighting that demand was not meeting supply.

With yellow only booming in 2019 on social media, widely adopted by the mass market (+124% UK, +141% US), our data suggests retailers bought in big volumes too early, leading to high markdownsdue to overexposure of the color.

2019

Mellow yellowFive Key Colors S/S 20