Summer is traditionally the season for bold and bright colors. The autumn/winter season gravitates towards more somber tones season after season, giving us grays, blacks, and browns. And indeed Première Vision has predicted a color palette that has many darker inclinations such as deep earthy greens (algae, mud) and rich browns (truffle, root), but it is the intensity of its subversive and grating brights (mauve, atoll, fertilizer), the incandescents (gum, bilberry), and the volcanic blazes (toxic violet, lava) splashed across the color board that caught our attention. Première Vision's Fashion Team told us these palette was meant to "revive a combative confidence and creative boldness while fearlessly experimenting."
One hopes that "seizing on color as a power source" will in fact prove a powerful enabler to the consumer in these increasingly difficult times. The weavers and textile factories have already prepared bold offerings for the market in the hope that this tactic is just what the consumer will desire. These colors evince a clear predilection for risk taking, showing that the fashion industry believes cannot maintain a low profile.
The trouble with predicting the 2009/2010 season is that there really is little collective understanding of just how far down our economic climate will tumble as we stand on the precipice of what could be the worst recession in decades. In this sense, the rhetoric used by the fashion team of "putting aside consensus" makes a certain amount of sense. Shifting aesthetic boundaries may help us to move the market and these bold colors may do just the trick.
However, designers can hedge their bets with the selection of warm and lightened neutrals on display (ginger, amanita, oyster) and the tone on tone tinted sauves (cat's tongue, chemical cloud, North Sea, lichen) that are still decidedly brighter than an average while maintaining a kind of calm.