We have the recent release of Taylor Swift’s music video Lavender Haze to thank for our continuing love affair with Digital Lavender. The film is a visual ode to the pastel-pretty hue, which trend forecaster WGSN has named as 2023’s colour of the year. Here’s everything you need to know about this season’s most stylish shade.
No-one could argue that Taylor Swift isn’t a trailblazer, this time tapping into the year’s biggest colour trend – Digital Lavender – in her new music video for Lavender Haze, the first track from her latest album Midnights. The film is a vision of… lavender, paying homage to the pastel-soft hue with a series of whimsical, purple-coloured visuals.
However it was trend forecaster WGSN – alongside colours authority Coloro – that first put the shade on our radar, predicting back in 2021 that Digital Lavender would be 2023’s colour of the year, later declaring it a colour “full of hope and positivity, that poses that much-needed optimism and escapism … it is imaginative and creative but also speaks of serenity and balance.”
It’s not as unapologetically bright and vibrant as Pantone’s Colour of the Year 2023, Viva Magenta; instead, Digital Lavender is chic and infinitely more wearable. We got our first glimpse of the ubiquity of the lilac hue on the SS23 runway, with designers including Cecilie Bahnsen, Brandon Maxwell and 16 Arlington featuring it across their collections; beauty too is having a purple haze, with lavender shades popping up in product launches and on red carpets. With the trend continuing apace – “how to style lavender” brings up thousands of results on TikTok – here’s how to embrace Digital Lavender this Spring.