Archroma, a global leader in color and specialty chemicals towards sustainable solutions, announced that its quarterly trends in the orders of its color standards and recipes seems to indicate a growing fondness among consumers for earth tones.
Archroma launched the Color Atlas by Archroma in
2016, a unique tool dedicated to providing fashion designers and stylists with
off-the-shelf color inspiration that can be implemented in production with just
a few clicks. Today, it contains 4,320 colors applicable on cotton poplin,
almost double compared to similar tools available to textile and fashion
specialists, with options for purer ingredients and lighter resource usage for
brands exploring more sustainable collections. Engineered Color Standards empowered
by NFC technology, as well as worldwide technical support, ensure seamless
color management from the color selection to its implementation in production.
The recent trend in colors is revealed by the most
commonly ordered color standards and recipe from the Archroma Color Atlas
library, indicating a strong shift in home textiles, apparel and fashion
towards warm earthy tones.
Earth tones have been up and coming over the past
few years. The colors listed in Archroma’s ‘Top 10 Neutral Colors Trending
Now’ are showing a longing for even much warmer tones in the recent months
since the outbreak of the pandemic that has forced large parts of the
population to stay at home – or at least work from home and drastically reduce
their social life and interactions.
Interestingly, in its trend forecasts for 2020/2021
which were devised two years before the COVID-19 crisis, creative trend agency
Carlin had already anticipated the growing need of individuals to refocus on
what brings meaning to their lives. Its “Land” trend described the growing
concerns related to sustainability, the desire to reconnect with wilderness,
the search for authenticity, and even the expression of more sobriety in
Archroma correlates this trend to the growing
success of its EarthColors range of biomass-based dyes synthesized from
wastes of the herbal or agricultural industries, such as almond husks, rosemary
leaves or beetroot peels. They have seen an uptake on the market in the
past year with a strong interest not only from fashion or denim brands but also
from brands in the area of home décor with bedlinen collections in particular.
As people have been wearing more comfortable
clothes at home during the past few months, the company has also seen more
demand for the quieter tones among its range of Foron dyes than the usual
bright colors in sportswear and athleisure.
Archroma anticipates that some of its solution
systems supporting the consumers’ longing for more natural and calming tones
will be in high demand in the coming months, in particular COLOR CARESS,
a nylon dyeing system for nude tones on bodywear and lingerie, or the upcoming
‘CASUAL x SMART’ system especially developed for elegant wash-down
effects for versatile work-to-office casual wear.
“This warm and comforting color trend is now
strengthening”, comments Edouard Keller, Head of International Sales at Carlin,
“as the impact of confinement on urban dwellers catalyzed their desire to
return to the land. Whether fantasized or real, aspirations to reconnect with nature
and healthier lifestyles spread and influence the attraction for less
ostentatious colors that carry meaning.”
“Colors are well known for their influence on our
mood”, says Chris Hipps, Director of the Archroma Color Management business.
“Many people around the globe have been reevaluating their priorities in the
context of the COVID-19 pandemic, and earthy tones have that capacity to bring
us a warm comforting feeling among the anxieties and uncertainties that
surround us. The Color Atlas color standards that have been ordered in the past
quarter give us a very precise snapshot of the current mood around the globe,
and that mood is in need of warm comforting colors at home and on us. Because
it’s our nature.”