In partnership with our sister brand, WGSN, over the next few weeks we are releasing five key colors for S/S 21, through a series of inspiring videos.

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Drop 5: Good Gray 122–66–02

Why is Good Gray a key color for S/S 21?
Good Gray is our counterbalance color for S/S 21, dialling down the season’s more vivid hues. It’s an ideal partner for a broad range of tones, and feeds into a return to minimalism when used on its own. Good Gray also has a sustainable outlook, calling to mind the raw amalgamated hue that comes from recycling different materials together. With a medium saturation level and a subtle blue tint, it is both grounding and calming.

Drop 4: Lemon Sherbet 046 – 85 – 28

Why is Lemon Sherbet a key color for S/S 21?
Yellow – often deemed a risky color – has been making solid steps into commercial territory over recent seasons. For S/S 21, it will shift to the softer hue of Lemon Sherbet, which encapsulates the feelgood factor of the sun, but is also desaturated enough to have a calming effect. It will have broad appeal across genders and product categories.

Drop 3: Oxy Fire 015 – 50 – 36

Why is Oxy Fire a key color for S/S 21?
Oxy Fire is our extrovert color for the season – a fiery, saturated hue guaranteed to spark a reaction. It builds on the commercial success of red and orange, with a complexity that fuses elements of both; depending on the light or material used, it can look more like one or the other. Use it to energise and enliven products and collections.

Drop 2: A.I Aqua 098 – 59 – 30

Why is it key?
A.I Aqua is our tech-inspired hero color for the season, with a digital quality that’s set to have key relevance in 2021. A.I Aqua will also offer true versatility, working as well in summer as it will in transitional and winter collections. It can look both sporty and trend-forward, making it perfect for designs that inhabit the blurred space between active and fashion, and it has a level of saturation that is ideal for aiding focus before intense activity. As seasons become more unpredictable and fashion styles cross-pollinate more rapidly, we expect this color will have major commercial appeal.

Drop 1: Quiet Wave 072 – 69 – 24

Why is it key?
Greens have been gaining ground for a number of seasons – and in a broader range of hues – but for S/S 21, the freshest tones will gravitate towards cooler levels.
Quiet Wave has an optimistic and futuristic quality, making it a perfect mood-setter for the start of a new decade. The inspiration here is less about nature, and more about technology, and its pale, detached character makes it perfect for aiding mental preparation before physical exertion.

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