Who Chooses the Seasons Fashion Colors?

 If you look at fashion shows, or check out fashions at Old Navy, or Wal-Mart, you'll notice that only certain colors show up.  I prefer jewel tones and hate it  when the only colors I find are pastel.  I've always wondered who decided which colors will be seen each season.

In the United States, there is an association that makes the decision.  The Color Association of the United States or CAUS is responsible for influencing the shades in fashion each season.  They also influence the shades, hues, and tints found in home good stores and in makeup palettes.

The CAUS was founded in 1915 by several textile manufacturers.  At this time, department stores were just beginning and these people decided that there needed to be an association designed to guide trends so manufacturers would be able to create enough  cloth to meet the demands each season.  Over time, they now guide trends for women's clothing, men's wear, fashion for youth, interior decorating, and beauty.

The way it works is that the group begins deciding color trends two years before they are needed, so the colors you see on the runways in New York in 2020, were decided in 2018.  This two year lead time is needed so manufacturers have enough time to create all the material needed.

There are eight to ten experts who look at things from architecture to influencers to determine what the next trends will be.  They find colors that speak to them to share with others on the committee.  The colors might be from a rock they found on the ground, a flower, or anything with color.  Members meet, share their choices, and they choose five or six themes to develop further into 20 to 25 shades total.  They then work with dye companies to create the palette and color cards that will be available to members of the CAUS at least 1.5 years to 2 years in advance.

Then there is the international WGSN or World's Global Style Network, founded in 1998, which forecasts trends.  They have about 150 members who come together twice a year from all over the world to determine what colors they believe will be trending in about two years.  They look at what is happening in the world as influences for color choices.  They also look at trends in beauty, lifestyle, and decorations in addition to fashion.   As they get closer to the time, they use at new products being produced and pre collections from fashion houses for their trends.

Finally, there is Pantone Color Institute founded in 1963, which only looks at colors.  Since it's inception, the institute has created over 2000 shades.  They deal in color only because it can effect our psychology and well being. They also begin the process at least two years in advance and they've noticed that to images associated with certain colors have changed over time.  For instance, about 15 or 20 years ago, brown used to be associated with dirt, or earth.  Now, people think of coffee and chocolate or luxury.

Pantone is based in New Jersey and has ten people who meet twice a year in an all white room.  They develop colors that are later used in fashion and other places.  This is their only job, to select colors, make dyes and actually dye cloth to see how it works.  Their color system is also used in Latin America.

So the colors you see on fashion runways, in the store, or on the bolt has taken two years to get to you and could have been started by one of these three groups.  Let me now what you think, I'd love to hear you.  Have a great day.