by John Russel Jones

Consumer and design trend forecaster WGSN, and color forecasting company Coloro, have announced that Apricot Crush will be their Color of the Year for 2024.
The hue was chosen for its restorative, refreshing, and energetic qualities, perfect as consumers grapple with a range of emotions and uneasiness about the future. The companies also believe that it calls to mind the nutritional properties of vitamin- and antioxidant-rich oranges and apricots.
First forecast as a key color for Autumn/Winter 2023/24, Apricot Crush, (Coloro 024-65-27) will bring a warming luminosity to home fashions, as well as beauty products, fragrance, skincare, and hair color, and even health- and wellness-led consumer tech products. Considered versatile and gender-inclusive, we wondered what the WGSN team thought about its potential for menswear.
Nick Paget, Senior Menswear Strategist at WGSN says, “We’ve been charting the importance of the pink suit, while also monitoring consumers’ growing interest in standing out, specifically at special occasions where tailoring might be worn. This is prompting them to increasingly choose colors other than blue or black, so Apricot Crush is likely to make its own impact.”
Paget goes on to explain, “Brighter, more expressive colors are becoming more common within men’s dress, expressing the redefining of masculine identities that are commonly discussed in the global media and that have prompted exhibitions such as the Victoria &Albert museum’s ‘Fashioning Masculinities – The Art Of Menswear’ exhibition. As part of the industry-wide drive to become more sustainable, colors are changing less from spring/summer into autumn/winter seasons, so that shoppers get more longevity from the same pieces. It also means that retailers have less need to discount — or worse, destroy— left-over stock. Color has become less seasonal anyway because people increasingly vacation at any given time of year. In particular, Apricot Crush resonates because it relates to the wellness industry, promoting positivity, relaxation, and calm.”