SS21 Spotting & forecasting trends during pandemic
Heuritech x Pantone Color Institute - Report
In collaboration with Pantone Color Institute, this report examines how key color trends for Spring/Summer 2021 evolved during the pandemic, revealing how brands can leverage these insights to shape upcoming collections. Four prominent color palettes emerged: Fragrance Beyond Fashion, Reworked Utility, Acid Trip, and Growing, each offering unique trends that respond to consumer demands. Through a combination of predictive analytics, AI-driven consumer segmentation, and market dynamics, this analysis reveals the future of SS21 trends with key colors like Lavender Aura, Puffin’s Bill, Rouge Red, and Lion playing a central role in both the European and US markets.
Key Takeaways
Fragrance Beyond Fashion: Balancing Bold and Calm
The Fragrance Beyond Fashion palette for SS21 features Lavender Aura, a muted lavender hue that balances vibrant shades of red, pink, and blue. Its calming and serene nature makes it a perfect choice for both knitwear and lightweight fabrics, as seen in the collections of Acne Studios and Eckhaus Latta. In Europe, the color is forecasted as a Safe Bet for mainstream and trendy consumers, while in the US it maintains steady visibility among the mainstream segment. This hue reflects a broader post-pandemic need for serenity, calm, and balance in fashion.
Reworked Utility: Bright Orange Meets Workwear
Puffin’s Bill, a bright orange hue from the Reworked Utility palette, dominated the SS21 collections of designers like Sportmax and Gabriela Hearst. This bold color injected energy into utilitarian workwear pieces, offering a vibrant alternative to neutral tones. Although its visibility is forecasted to remain steady in both Europe and the US, it offers designers a striking option to create statement looks for edgy and trendy consumers. Monochromatic orange ensembles, in particular, are ideal for those seeking to make a bold visual impact.
Acid Trip: Soothing Psychedelia
The Acid Trip color palette, characterized by bold and energetic hues, features Rouge Red, a vibrant pink that has been widely embraced for SS21. Designers like Kiko Kostadinov and Simon Miller used this hue to create head-to-toe pink looks, especially in knitwear and feminine silhouettes. Rouge Red appeals strongly to edgy consumers in both Europe and the US, where it is forecasted to show steady visibility through the season. This shade of pink is perfect for those who want to inject a sense of optimism and boldness into their summer wardrobe.
Growing: Rich Neutrals for SS21
The Growing palette embraces calming earth tones, with Lion, a rich shade of light brown, standing out as a Safe Bet for both European and US markets. This versatile color appeared in the collections of Proenza Schouler and Simon Miller, bringing warmth and refinement to monochromatic outfits. The color’s forecasted 6% growth in Europe and 5% in the US reflect its broad appeal across consumer segments. Lion is an ideal choice for brands aiming to create balanced, neutral collections with an earthy, organic feel.
Other useful resources on fashion trends:
- Psychedelic pattern, a trend ?
- Orange color trend forecast
- Printed denim trend 2021
What brands think about our report
"Thank you for the follow up and sending it to me! This was really interesting and insightful"
- Jessica Rhoads, Anthropologie
"I appreciated the diversity of themes, but how each theme had cohesion ("Blooming Nature" and "Sleek Futurism" were two I hadn't seen yet)"
- Charles Wilson, New Balance
