Colour:
our DNA.

"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."

"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."

"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."

"It counterbalances the optimistic pink, the whiplash effect, which we have seen a lot of - even too much - in previous seasons. The lilac renews the purpose of the colour and is a bit like the challenge colour of the season. Because if it's worn very easily in Anglo-Saxon or Asian countries, it's much less popular in France or Italy.

"Anglo-Saxon sportswear chic brands such as Polo Ralph Lauren and Tommy Hilfiger have cultivated this preppy American look since their beginnings and continue to impact men's wardrobe worldwide. Their DNA? Cotton fabrics in very fresh and dashing colors where pink, like navy or red, has always been the master of style. In the world of pink, the sporting reference is never far away, especially during the French Open, where the pink Bermuda shorts have become the trendy uniform of the fans of the yellow ball.

"This green push is not just a matter of fashion. It's part of a movement that looks to biomimicry and aims to copy nature's ingenuity to develop, for example, more eco-friendly designs."

"This shade, we came across it a lot in the early days of social networks, especially on Instagram. It is in fact the pink of generation Y (born between the early 80s and late 90s, ed.) which, since then, had been supplanted by the yellow of generation Z (born between 1997 and 2010, ed.). [...] What characterizes the new generation is precisely to recover the worst clichés to assume them and take back control."