According to the US branding company, the decision to create a new color and 'break all traditions' was to 'truly reflect the transformative times we are currently living in'. The hue is described as ...
If fashion is embracing one color this fall, it’s undoubtedly purple, from a soft lavender to a rich mulberry. The trend was sparked by Pantone’s color of the year, “Veri Peri,” a dramatic periwinkle.
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