"In the three years after the epidemic, in the face of unstable economy, social unrest, supply chain collapse and increasing climate change, we need to heal. Viva Magenta (extraordinary magenta) has provided us with the courage and motivation to resist long-term destructive events."

At present, the life we used to be familiar with is gradually returning, and the flow of people on the street and the crowd for dinner are also increasing. In the new year, it's better to put on this "dynamic magenta" and discard the worries to welcome a better life!

The inspiration of "dynamic magenta" comes from the natural red dye in cochineal insects. "It is one of the strongest and brightest natural dyes known in the world at present".

As early as 2000 years ago, people in Central and South America began to use this natural pigment to draw murals and dye fabrics. In the middle and later part of the 15th century, with the advent of the era of great navigation, the exchanges between Europe and the Americas became increasingly close. King Charles V of Spain received gorgeous red cloth dyed with cochineal insects from the Aztec Empire (now Mexico City). The king of Spain was deeply impressed by the beautiful color. He immediately ordered the dye to be brought back to Europe.
After all, before that, the existing red dyes in Europe were particularly scarce. Not only was the price of raw materials second only to gold and silver, but it was not easy to preserve the color after dyeing. It is also because it is too precious that it can only appear in the early holy images and religious paintings, and the red department is also endowed with mystery, ritual sense and power status.

In the Renaissance of the 16th century, the red department also set off a fashion aesthetic trend that lasted for three centuries. The dye dyed with cochineal worm has become a beautiful and careful machine for decorating men and women. It appears not only on the clothes of the king, but also on the lipstick of aristocratic celebrities. Elizabeth I has led the trend of red lips and has been popular until today.

At present, magenta is also very active in the fashion and art circles. In the field of art, it has leaped from traditional plane painting to sculpture, installation and other fields, and artists have conveyed their inner feelings and thoughts through color.
The installation work Fractal shows the mutual influence between the community we live in and the digital space through the repeatedly refracted magenta mirror.

The creation opportunity of the "Celebration" series of works by Jeff Koons, a contemporary American artist, is the custody dispute of his son. Koons lost his son but longed to see him. So he mixed this feeling into stainless steel materials and magnified children's toys in equal proportion. The appearance of magenta "always brings people a sense of pleasure to some extent".

In fact, from Chili Pepper in 2007 to now, the color with high saturation and a little publicity has been absent from PANTONE's annual color for a period of time. Until now, the emergence of extraordinary magenta has injected vitality into the simple and minimalist fashion circle again.

Many fashion brands are also eyeing the red craze. The first attack is Valentino, the brand launched the brand new pink of Pink PP in the autumn and winter of 2022 series, and the overwhelming pink clothing, architecture, surrounding Become the main force of a new round of color marketing. It can be seen that various brands have gradually begun to pave the way for popular colors in the coming year.