Valentino are so hot for the colour that their AW22 show was dedicated (almost) entirely to a specific shade of fuchsia, from the threads to the set (with a contrasting all-out black to keep things sharp not sickly). So invested were they that they created their own pink with the masters of colour: Pantone. The result was the Pink PP Collection that debuted at Paris Fashion Week in February. And everyone from Lizzo to Dua Lipa to Zendaya have been in the looks since.
Jacquemus made early moves last year with their 24-hour all-pink pop up in Paris, which was decorated solely in hot pink. The store featured floor-to-ceiling vending machines filled with their now cult Bambino Long bags in the shade and celebrated an entire collection dedicated to the shade, dubbed “PINK 2”.