Viva Magenta: How to wear Pantone’s Colour of the Year according to the runways

Only for the daring hearts


By Benedict Unang

Featured image: Prabal Gurung, SS23
Viva Magenta: How to wear Pantone’s Colour of the Year according to the runways

The Pantone Colour Institute announced Viva Magenta (Pantone 18-750) as the Colour of the Year 2023, and it is a glamorous change to its predecessor, Very Peri. Inspired by cochineal red (a natural dye from bugs), Viva Magenta is a shade of crimson that strikes a delicate balance between warm and cool, bringing together assertiveness with a sense of joy. This particular shade, according to the colour expert, encourages people to express themselves freely. 

When it comes to its beauty, Viva Magenta is a stunning colour that is rather simple to wear. In fact, it is universally flattering and makes a casual, everyday look almost regal with its touch. Hence why, it was not surprising at all to learn that this hue generally appeals to people of different ages, gender, and skin tones.

Fashion houses, such as Valentino, Bottega Veneta and Tommy Hilfiger, use Pantone Institute’s colour forecasts throughout the seasons, and it has become an established industry standard in defining colour. As style enthusiasts, we anticipate these luxury brands and more to embrace Viva Magenta in their collections throughout 2023, as it has not been front and centre in recent years.

This choice of colour is for those who dare, as it makes the wearer stand out from the crowd. Keep scrolling, as here are some of our favourite looks from the runway that have included the powerful hue in their designs so far.


Similar to the it-colours of past seasons, fashion brands and celebrities are expected to debut magenta-toned garments and accessories on the runway and the red carpet. If you want to boost your self-esteem or leave a lasting impression on someone, now is the time to try Viva Magenta because this shade works wonders. Here are some pieces to shop for and add to your wardrobe.


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