Green Bottega or blue Tiffany? This leads to the crux of the matter: we did not mention the nature or material elements to which the color green itself refers, simply combining the word “green” or “blue” with the brand name. , we were able to imagine what colors we are talking about. deposited (already) in our collective imagination, colors have now become a decisive element in identifying the aesthetics of the great fashion houses.. And what for us may be at times an unconscious process, for them (also) is a great marketing operation.
In the beginning it was the Word, and the Word was Red Valentine. Today, the extraordinary vision of the creative director determines the aesthetics of the brand. Pierpaolo Piccioli, who dyed his hair #PinkPP last February at the Valentino show at Paris Fashion Week.. Everything was pink: the monochrome looks presented on the catwalk, the location, even ensemble stars and ambassadors flaunted in the front row, primarily Zendaya.
The specific shade of pink introduced by Pierpaolo Piccioli in the Valentino Fall-Winter 2022-2023 fashion collection is a celebration of genderless style par excellence. radical choice in the name of absolute individuality: men’s and women’s offerings alternated on the catwalk, erasing once and for all all gender stereotypes (pink/light blue) in terms of colors. Eat more, shade designed by the Creative Director in collaboration with the Pantone Institute, which means that that shade of pink – exactly this – has not yet been. Calling #PinkPP, he named the collection: Valentino #PinkPPCollection. What’s the point in all this?
Certainly from the day Valentino showed up in Paris, the images of stars on international red carpets immediately became translatable.. Immediately identified and associated with the brand name. However, of course, taking care of the aesthetic parameters of the brand. The fact is that a tout court could also be behind a creative celebration – why not, if the goal is to sell? – powerful marketing operation. But this, of course, is not new.
The April Fool’s joke of the Tiffany jewelry house is an example of this.: the association of color with a brand is such a natural process that it is almost unconscious. Last April 2021 Tiffany unveils new #TiffanyYellow on social media: borrowed this shade of yellow from Acqua di Parma, and Acqua di Parma, in turn, announced celadon (a typical Tiffany color) as a new distinctive color. On social media, fans of both brands definitely didn’t take it well. And they probably breathed a sigh of relief when they found out it was just a joke.
But why? One word guides our reasoning: status. Tiffany blue is still a status symbol, something iconic (starting with the smallest paper bag) that sparkles the eyes of anyone who dreams of owning a Tiffany gemstone. So much so that vintage and already beloved fashion marketplaces (such as Vestiaire Collective, for example) even have those who sell branded bags. Realizing that someone will buy them sooner or later.
Same thing today Hermès orange, a shade that owes its enormous fame to a completely coincidental coincidence. The Maison’s history teaches us that the original Hermès boxes, which at the time were creamy white and bordered with gold, were missing during World War II. Blessed be the box maker who, in that historical period of great complexity, had nothing left but an orange: Hermès made virtue a necessity. Thus the icon was born.
However, the other side of the coin should also be taken into account. If it’s true that more and more fashion houses today are betting on color to get more recognition (we’re also thinking red for Supreme and green for Bottega Veneta), it is equally important to recognize that this rate is not available to everyone. This is the case for smaller brands with less history (and therefore prestige): how far will they still have to go before they can give up the visibility of their logo and let color reveal their identity? But then, to be honest, maybe we would really like it. what if color replaces the power of a logo?
Source: Elle