"The internationalization of colour trends through social networks has emancipated consumers from their cultural references. This is very obvious in France where black was synonymous with elegance, thinness. Today, colour allows us to reintegrate a clientele that felt excluded."
Thomas Zylberman, Fashion Expert - Itw for Marie Claire "Colorthérapie" Feb. 22
The price of colour
"Everyone will defend their tendency. There can be fights, sometimes outbursts. But when several people from different worlds come together, we know that something is happening. For example, the green trend, which appeared a few years ago, had to be pushed to convince the sales people, or the red that entered the kitchen industry more than fifteen years ago, a sign of boldness that has now become a standard. It's a curve. You have to get there before it starts, see that there is an adoption, believe in it, and then defend your intuition. Then the curve goes up, it spreads and it becomes a mass colour. Then it goes back down. Like burgundy in the men's wardrobe, now a neutral color. But whose soft mutations we are now observing."
Géraldine Bouchot, Marketing Director - Itw for L'Obs "Le prix de la couleur" Dec. 20
Does luxury have a colour?
"A colour that packs a punch is often a colour that relates to a brand's reference materials. The colours that refer to a historical luxury brand stem from its DNA. I'm thinking of Burberry: the beige colour of its trench coat is inseparable from its image. And it has been particularly well managed over time. This fabric comes from the world of the army and its shade could have been, little by little, rejected for its symbolism. However, Burberry was able to evolve the perception of this shade, taking it out of its military environment, to bring it towards streetwear, which is more desirable today."
Virginie Mourouvin, Colour Designer - Itw for Madame Figaro "Does luxury have a colour?" Sept. 20