WWD.com/fashion-news/fashion-features/what-to-watch-view-on-color-741081/
government-trade
government-trade

What to Watch: View on Color

Environmental concerns have edged their way into the activewear scene.<br><br>Look for more athletes and weekend warriors to sport greens and blues imi- lar to the shades of the water and the sky,and floral- inspired marigold yellows, oranges and...

Environmental concerns have edged their way into the activewear scene.

Look for more athletes and weekend warriors to sport greens and blues imi- lar to the shades of the water and the sky,and floral- inspired marigold yellows, oranges and reds.Hikers and other outdoors women will be more inclined to go with refined tones favored by 19th-century Victorians, but skiers and snowboarders will probably hit the trails with electric blues and teals, said Margaret Walch,direc- tor of the Color Association. Swim-wear is expected to follow suit.

“The issue with color is tex- ture and finish,”she said. “We ’re eeing what we call special effects —more matte, shiny and pearl finishes that add a dimension to the color.”

While ome consumers are wearing environmentally inspired colors because of their social conscience,oth- ers just want more razzle dazzle.Athletic brands have the technology to dress up their color palettes with pe- cial finishes.But what ’s real- ly driving the change is a visually ophisticated audi- ence continually bombarded with the latest trends via MTV and the press.