The One Color Fashion People Won't Stop Wearing in 2023, According to Experts


(Image credit: Getty Images/Edward Berthelot)

Unlike everyone's "in" and "out" lists at the start of the year, Pantone's latest findings are something all fashion people can agree with: Pink is power. Magenta, that is. 

Unveiled at Art Basel 2022 in Miami, Pantone's color of the year is none other than a vibrant, magnetic red-pink dubbed Viva Magenta by the hue company. Pantone's Color of the Year honor goes back more than 20 years, with the first installment of the series occurring in 2000.

Just like previous years, Pantone chose Viva Magenta based on data, viral social media moments, and the zeitgeist, according to Leatrice Eiseman, director of the Eiseman Center for Color Information and Training. Eiseman, who lead the panel of experts during Pantone's search for the 2023 Color of the Year, told Who What Wear she's already getting into the Viva Magenta spirit with a new pair of custom-painted glasses.

"They're a great exclamation point, and it's such fun since they're right there on your face," she says. "It always starts a conversation because it's not the usual tortoise or black frames people have."


(Image credit: Getty Images/Edward Berthelot )

The color wasn't chosen simply because it's a pretty hue, Eiseman explains. Rather, it has social and psychological implications: "We felt that going into 2023, it's a time where people needed a shot of adrenaline and energy that would come from the red family," Eiseman says. "When you put on something in the red color family, you're going to feel empowered. It has a fearless nature."

As for adopting Viva Magenta into your wardrobe, Eiseman suggests pairing unexpected colors together that already exist in your closet, like pinks or teals ("it'll get your creative juices going"), or adding warmth to your outfits with magenta-tinged accessories like jewelry, scarves, and shoes. Unlike its older cousin, Barbie pink, the 2023 hue is warmer and brighter and packs a summery punch for any occasion. 

Below are all the Viva Magenta pieces you need to brighten up your wardrobe and embrace the exciting year ahead.

Shop Viva Magenta beauty:

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Assistant Shopping Editor
Ana Escalante is an award-winning journalist and Gen Z editor whose work ranges from dissecting size inclusivity at fashion week to discussing how American Girl Doll meme accounts are the the answer to society's collective spiral. She's covered it all: Queen Elizabeth II's corgis, Roe v. Wade frontline protests, and the emergence of jorts (or jean shorts for the uninitated). At Who What Wear, Ana is responsible for delivering smart, insightful, personality-driven shopping guides and trend features for a digital-first generation.

Before joining Who What Wear, Ana was Glamour magazine's editorial assistant, where she focused on daily news and special packages, including leading the brand's 2022 Met Gala coverage. For more than half a decade, she has covered style, beauty, and digital culture for publications such as Paper magazine, Harper's Bazaar, Vogue Japan, and Allure, among others. Ana has been called a rising star in media by publications such as Nylon and Teen Vogue. (Her mother, meanwhile, calls her "the coolest person" she knows.)