101. Why Apricot Crush is WGSN’s Colour of 2024

Create Tomorrow, The WGSN Podcast

Why is 2024 set for a warm glow? Tune in to hear how WGSN – in collaboration with sibling business Coloro – forecasts the colour of the year 18 months in advance and why this year’s shade is such a warming, gentle and versatile hue.

Exploring the inclusive, nourishing power of Apricot Crush with WGSN’s editorial director Bethan Ryder is Petra Lundgren, longtime colour trend forecaster for global fashion brand H&M, together with Urangoo Samba, head of colour at WGSN.

So why are we crushing on an apricot shade, and how does it relate to digital lavender, which proved such a hit last year (Episode 69)?

Petra talks about wellness and digital influences on colour selections, the emotive quality of colour and how WGSN helps her set a more sustainable colour agenda at H&M. While Urangoo explains the role AI plays in WGSN’s tracking of colours on the fashion catwalks globally and what the key drivers are that influence consumers’ colour choices.

Plus, why the similarity between WGSN’s Apricot Crush and Pantone’s Peachy Fuzz is a positive sign of creative consensus in a polarised world.