Product Forecast

Colour of the Year 2024:

Apricot Crush
In this report powered by WGSN and Coloro, we unveil our
Colour of the Year for 2024, Apricot Crush – a restorative,
refreshing and energetic hue that is perfect for a world
seeking calm and optimism

Jenny Clark & Clare Coulson

06.14.22 · 7 minutes

WGSN
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Apricot Crush
Colour of the Year 2024

Coloro / Pantone

024-65-27 15-1247 TCX

Apricot Crush is a refreshing, energetic and rejuvenating orange that will

appeal to consumer sentiments in 2024, which we predict will swing from
‘future shock’ (disorientation as a result of rapid change) to a search for awe.
As we grapple with a range of emotions and feelings of uneasiness about the
future, warm and restorative colours such as this will be enticing.
We have been tracking the emergence of orange as a recharging bright in the
wellness sector, where it is being used as an inclusive, youthful alternative to
pastels. Nourishing the mind and body will remain a top priority for
consumers, and unexpected, all-encompassing colours such as Apricot Crush
will play into this. This colour calls to mind the nutritional properties of
vitamin- and antioxidant-rich oranges and apricots. The kernels of apricots are
also used as a skincare ingredient, and as a bio-composite material by the WGSN Original Image

agricultural industry. Within some cultural traditions, this colour symbolises

the beauty of nature, and in particular the orange of clouds at sunset.
Colour evolution
After a period of grief and turmoil, Apricot Crush acts as a necessary pick-me-
up, cheerful enough to face the future with hope and positivity.

Peachy Faded Citrus Papaya Smoothie Apricot Crush

A/W 21/22 A/W 22/23 S/S 23 A/W 23/24 and S/S 24

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 Tracking orange 
First forecast for A/W 23/24, Apricot Crush
aligns with mood-enhancing and restorative
colours that feel nourishing for the body and
mind.

We forecast Apricot Crush as a key colour for

A/W 23/24 and specified its regional importance
to the European market. By 2024, we expect
this colour will have a broader global impact
and resonate across multiple product
categories.
@sixnfive @beautybekky
Orange is gaining popularity thanks to its
gender-inclusive and transseasonal appeal.
Since October 2021, WGSN Social Media Data
indicates that Apricot Crush has been in
continuous growth, peaking with innovators in
November 2021 and retailers in March 2022
(15% penetration).
In the recent S/S 22 and A/W 22/23 catwalk
shows, orange was one of the top five colours
that rose the most YoY (+34% for S/S 22, and
+55% for A/W 22/23), however it made up just
1% of the overall colour mix, highlighting that it
is a colour to test and build up.

@rains EVIO Beauty Veronique Leroy

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Influences
Howard Phillips
3D artist and multidisciplinary
designer Howard Phillips
creates digital spaces with a
focus on abstract compositions,
colour, light and balance. His
work elevates interior spaces
into otherworldly dreamscapes
filled with vibrant colour.
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Sean Wotherspoon x
Porsche
American designer and artist
Sean Wotherspoon teamed up
with Porsche for the Porsche
Unseen series, which debuted at
SXSW in Austin, Texas. The
electric car is colour-blocked
using a palette of orange, blue
and green, giving it an
unexpectedly playful
personality.
Golf le Fleur*
Golf le Fleur* launched its
collection of nail varnishes with
the idea of breaking down
gender norms. Embodying the
brand's colourful aesthetic,
Georgia Peach is an energetic
and inclusive hue that will work
for any skin tone, gender or age.
Mike & Maaike x Headspace
Industrial design duo Mike &
Maaike collaborated with
Headspace to reimagine the
physical experience of
mindfulness. Colourful pods
offer guided audio meditations,
creating a space where users
can relax, refresh or focus.
Daniel O’Toole
Australian artist Daniel O’Toole’s
recent works started with the
question: “Can an image feel as
though it has a sound frequency
embedded in it?” Inspired by his
experience with synesthesia
(experiencing one of your
senses through another), his
works are intended to immerse
the viewer in the gradient effects
of colour.
Use Apricot Glow with sunset
shades to create a glowing
effect
Why are they key? As consumers seek
rejuvenation, take inspiration from the healing
and meditative qualities of sunset skies. Pair
Apricot Crush with mauve, lavender and yellow
to create a palette that seems to glow.
How to us e them: use this warm palette to
appeal to the youth market, and embrace its
@tinycactus @kacimi_latamene
gender-inclusive appeal. These engaging
colours are ideal for making an impact across
digital platforms and social channels.

C: Fondant Pink
A: Mauve Haze

D: Gentle Lavender

B: Apricot Crush
Helle Mardahl @byborre @angel_oloshove

E: Pineapple

Coloro:
A: 151-46-20, B: 024-65-27, C: 147-70-20, D: 138-81-07,
E: 035-81-23
Pantone:
A: 17-1818 TCX, B: 15-1247 TCX, C: 14-3209 TCX, D: 14-
3710 TCX, E: 13-0941 TCX

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Focus on hues with restorative
and nurturing properties
Why are they key? Use warm and cool tones
together to create a refreshing and restorative
palette. Combine Apricot Crush and Mellow
Peach with Fresh Mint and Sage Leaf for an off-
kilter mix of warmth and freshness.
How to us e them: this versatile palette will
work well for all industries. Play with glossy,
metallic or matte finishes to enliven the
palette, and work into transseasonal prints and @rains @farfetch
colour-blocked designs.

A: Mellow Peach

B: Apricot Crush

C: Fresh Mint

Etel Adnan @beauteboard Brogger

D: Sage Leaf

Coloro:
A: 022-81-13, B: 024-65-27, C: 074-80-06, D: 072-45-
06
Pantone:
A: 14-1219 TCX, B: 15-1247 TCX, C: 14-4807 TCX, D: 18-
5611 TCX

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Figure 1: Apricot Crush position on the hue wheel
Coloro analysis
Coloro’s unique coding s ys tem is organis ed
by how the human eye s ees colour, and is
able to analys e and map colour from the
lightnes s and chroma levels of any given hue.
Using Coloro’s analysis tools, we have plotted
the hue, chroma and lightness distribution of
Apricot Crush and compared it with the
oranges in our S/S 24 Global Colour Forecast.
Apricot Crush sits centrally in the orange
segment on the hue wheel (see figure 1). It is
Coloro
positioned between segment eight of the nine-
Figure 2: Apricot Crush position on the nine-segment grid segment grid, which indicates that it has a high
saturation and high lightness level (see figure
2).
When compared with the oranges in our
forecast (see figure 3), Apricot Crush appears
warm, light and bright, which makes it feel
welcoming, playful and youthful. Its high
saturation and high lightness level means it will
pair well with a range of pastels and mid-tones
in our S/S 24 forecast. (see figure 4).

Figure 3: S/S 24 orange palette positioned on the hue wheel and nine- Figure 4: S/S 24 colour pairings with Apricot Crush on the hue wheel
segment grid and nine-segment grid

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Coloro
About the Coloro code:
We decode colour as the human eye sees it – by hue, lightness and chroma.
Each of our 3,500 colours is specified by a unique seven-digit code, representing the
point where hue, lightness and chroma intersect, allowing you to organise and
analyse colour like never before. The Coloro logic provides creatives with a new way
to objectively view colour and create responsible palettes with longevity.
Purchase Apricot Crush from Coloro – click here for the EU, and here for the US.
About Coloro:
Coloro is the primary colour system for WGSN forecasts. Each tone in the Global
Colour Forecast is selected directly from the Coloro library of 3,500 contemporary
hues. Each colour is then rigorously tested by Coloro experts to ensure achievability
across substrates and acceptable fastness, so you can trust their feasibility before
lab dipping.
Coloro is a beautifully designed system backed by a technically sound approach. It
offers physical and digital products, an extensive colour library, and expert advisory
services. Find out more here.

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Colour methodology
01
Global Colour Observation
Synthesising expert foundational
research, aesthetic directions,
consumer data and regional insights
06
Key Coloro Colour Selection
Identifying the colours that will play
a significant role for all industries and
define the mood of the season
07
Colour Naming
Selecting names that are unique to
WGSN, which are evaluated by our
Equality Vision Team
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02 03
Data Analysis Coloro Colour
Using WGSN’s proprietary retail, Selection
e-commerce and social media data to
Using Coloro standard library
track the path of the colours and inform
of 3,500 contemporary
the decision-making process
colours
05 04
Palette Longevity Strategy Coloro Health Check
Defining the longevity of each colour Rigorously testing colour
and splitting the palette into three achievability across all key
sections – Seasonal, Annual and Long- substrates to avoid wasted
Term. Over 40% of colours are carried resources
forward every season, reflecting the
importance of choosing colours
responsibly
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Colour Palette Launch
Purchase the S/S 24 Key Coloro Colours
here
WGSN's forecast reports are created by our global team of experts
Colour forecas ting team
Jenny Clark, Head of Colour
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Erin Rechner, Head of Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Nick Paget, Senior Strategist, Menswear
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Yvonne Kostiak, Senior Strategist, Active Contr ibutors Afr ica
Gemma Riberti, Head of Interiors APAC Raeesa Brey, Researcher
Clare Varga, Director of Beauty Alison Ho, Consumer Researcher Amer icas
Reiko Morrison, Head of CMF, Lupi Yao, Trend Director, WGSN China Sofia Martellini, Strategist, Youth and
Consumer Tech Womenswear
Chihiro Kakemoto, Japanese Localisation
Martina Rocca, Strategist, Insight Lead Aus tralia and New Zealand
Clare Coulson, Colour Strategist Madoka Okuda-Marshall, Japanese Yianni Giovanoglou, Client Services
Localisation Editor Specialist
Joanne Thomas, Head of Content,
Coloro