Earthy Tones Will Be Hot This Summer

According To WWD ;

PARIS — What colors will be hot this summer? Color forecaster Pantone and French technology company Heuritech expect Lion Brown to be a rising trend, both in Europe and the U.S.

The companies forged a partnership last year, combining Heuritech’s artificial intelligence-based forecasting methods with Pantone’s color expertise, to draw up reports and advise clients in fashion and design.

In a webinar Tuesday, companies zeroed in on brown, on the rise by 6 percent in Europe and 5 percent in the U.S., according to their analysis of Instagram posts and identified catwalk trends for the season.

“Since this is a neutral color, it makes sense that the dynamics of this trend by summer ’21 are quite stable compared to last year, as neutral colors tend to have a timeless appeal and are less volatile,” said Julie Pont, fashion and creative director of Heuritech.