The power of the colour pink: Jacquemus, Valentino, Balenciaga

Thinking about the last season of fashion and to the various marketing campaigns and runway we can find a constant: the obsession for colour pink.

Last studies have shown that the prevailing of colours in the last collection of almost every fashion brands might be a conscious choice: for distracting the public, tired and morally demolished by the pandemic and the war.

We can find some ressambles to the 20s of the XXth century where fashion has reacted to the Great Depresson and proibitionism generating the iconic style of the Roaring Twenties. A century after we have reacted to dramatic events with an explosion of colours in our wardrobe.

Probably we would see these years as the most colourful era in the history of fashion.

But exactly pink what does it states for?

Pink in Western culture is considerated as a colour symbol of hope. Pink expresses positivity and optimism. It is an emotional nuance that can transmit kindness, protection and tranquility.

The fist one to start this fever for the colour pink has been the fashion designer Jacquemus

In occasion of Christmas 2021, the designer has created and released two collections composed only by pink objects, garments and accessories named Pink 2.

The first collection is composed of a selection of pieces alo realised in collaboration with other brands, designers or creative people.

Within the collection Jacquemus has included iconic pieces as the bag Chiquito, Le Carinu in the shades of baby pink and fucsia; the buckheak, the beanie, some t-shirtsd, sweats and a pijama, then some socks and the mini cardigan Le Maille from the collection La Montagne.

Then the fashion designer has undertaken partneships that goes out of the fashion universe. For example he has realised an electic bike equipped with an anti-theft alarm with VanMoof. Then he has relised a big pupped shaped as a crab in collaboration with Big Stuffed. The puppet’s name is L’Esquinade which is a beach in Marseille, loved by Jacquemus. Last but not least he has created a candle with sculptural shapes with the artist Ann Vincent. With Boris de Beijer he has realised some glasses and christmas balls with the Dutch masters of glass.

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The second part of the capsule is the collection that starts Jacquemus in the world of kidswear. The sweet atmosphere of the campaign lies in the choice of taking kids as models and the one of making everythink in pink.

Pink infuses tendreness and a sense of protection.

The real protagonist of Christmas are always the youngest and in Jacquemus’ campaigns it is transmitted the magic of childhood. Children are infact protected by soft and over garments by Jacquemus that exagerate their innocent look.

Pink in Pink 2 substitues the canonic red as a Christmas color. The choice is smart from a crative and a marketing point of view. Everything in Christmas is red.. so why do not change this rule? Attire the public with a colour different from the ordinary.

In addition pink give us a sense of protection and tenderness that is a perfect combination with the choice of putting kids in the campaign, it also give us a sense of the magic atmosphere of the Christmas time.

In the same week of the kidswear’s release the French fashion designer has decided to open in the heart of Paris a popup store conceived has a 24h vending machine, made only by pink Jacquemus products. The entire shop was also covered in pink colour. A very smart step! A very different shop that has really seen the commitment of the public who has immediately been attired by that big pink block saying: JACQUEMUS 24/24

Jacquemus is not only a really strong brand from the aesthetic point of view but also from the side of the commitment of the public. Simon knows how to communicate with his audience, he knows how to differentiate his brands from the big French Maisons. Last but not least he has been able to create a fresh, young and stylish world that communicates with a particular costumer that wants joy, simplicity and happiness.

Following this trend for colour pink we can find Valentino.

In the FW 22/23 the Italian Maison has presented in March 2022 its collection. Everyone was astonished because of the use of the colour pink: the designer thought at a monochrome space to present monochromatic outfits, The constant was a bright pink: monochrome put the accent on the shapes and the details of the designs. For Pier Paolo Piccioli putting just one colour mean the absence of it.

The eyes get used to that shade and only focuses on the details.

But why pink?

Piccioli has gone for a bright and bold nuance. Even if the colour is has used is still pink, the result is very different from the one of Jacquemus. The setting of the runway and this bright monochromatic choice give a completely different message.

Pink is strength, courage and a great personality.

In fact Valentino has collaborated with Pantone Color Institute to make that particular colour Pink PP, from the initial of the designer Pierpaolo Piccioli.

Last but not least in the mid of April it has been the turn for Balenciaga…even the ancient French Maison has been caught by the pink mania. In the heart of London, precisely in Mount Street the Balenciaga has installed a shop completelly pink and… furry.

This choice has been taken to celebrate the bag that Vogue has defined the new it-bag, the famous Le Cagole. With this new releas it has been created a capsule inspired by the particular design of Le Cagole. The entire shop has been coverd with fur. A furry moquette that it extends from the floor to the shelves where the new bags emerge.

An innovative choice, cool and unsusual. An adv without comparison. Everybody would have enter to the shop, curious of immergig in a new shopping experience.

Pink… in this case what does it mean?

For the choice of materials and the nuance this pink wants to invite the spectator to enter. It is a soft shade, so it is percieved as protective, in fact the shops seems to be a soft cocoon to shelter. It is a place where to be cuddled while buying a new bag.

As we have seen in this article colour pink has a strong value that can assume different meanings considering the different nuance. Being able to catch the meaning of the most hidden aspect it helps us to be capable to discover social and cultural changings that are expressed in fashion . It allows us to give a more deep meanng to what seems superficial.

After this article we hope that you will find in pink a different meaning.

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