Pure London has collaborated with industry recognised leading colour authority Pantone Color Institute to reveal the overarching theme that will drive Pantone Color of the Year at the festival of fashion. PantoneeView Color Planner SS20 color forecast is The Sea and the Pantone Color of the Year 2019 color selection, 16-1546 Living Coral.

Pure London is excited that Pantone will be informing colour-themed catwalk scenes on the Pure London main stage from July 21. Pure London, will bring together a community of over 700 women’s and menswear brands and Designers offering ready to wear, premium, and trend-led collections, footwear, accessories, athleisure, childrenswear and a host of ethical and sustainable fashion and accessories under the Pure Conscious banner. Visitors will also be treated to three days of insightful, educational and inspiring content and keynote talks from industry leaders, experts and change-makers. “The sea covers 70 per cent of Earth’s surface but whilst it is vast, it’s size and surface area doesn’t overwhelm us. Instead, we find ourselves inspired by its beauty and in awe of its powers. The sea captivates our imaginations. That’s not all though. The sea is deep and mysterious – almost like another world. But whilst it might seem alien in some ways, it’s familiar and comforting in others. We go to the sea with our friends and families, to socialise and relax and we find this time refreshing, healing and restorative,” Pantone Marketing Director Abigail Bruce explained.

“To arrive at the selection each year, the global team of colour experts at the Pantone Color Institute combs the world looking for new color influences. This can include the entertainment industry and films in production, travelling art collections and new artists, fashion, all areas of design, popular travel destinations, as well as new lifestyles, playstyles and socio-economic conditions. Influences may also stem from new technologies, materials, textures and effects that impact color, relevant social media platforms and even upcoming sporting events that capture worldwide attention,” Pantone said. The Pantone Color of the Year selection process entails thoughtful consideration and trend analysis; and is a culmination of the macro-level colour trend forecasting that the Pantone Color Institute conducts year-round to inform this selection as well as other professional trend forecasting products. “The colour selected to be a Pantone Color of the Year is a colour that can communicate out the colour message that best reflects what is happening in global culture at a specific moment in time; a colour that crosses all areas of design that serves as an expression of a mood and an attitude; a colour that will reflect what people are looking for, what they feel they need that colour can help to answer,” the release explained.