Walk along a fashionable street, from London to Jakarta, and you’re likely to see passers-by wearing at least one item of rose gold clothing, or carrying a rose gold bag or accessory.
The colour, an unusual shade of pink, seems to be everywhere these days.
Fashion, furnishings and weddings are typically heavily influenced by the advice of Pantone, which is famous for its colour swatch matching system.
Each year, Pantone comes up with a colour, and that’s what fashion designers, High Street clothing retailers, home furnishing experts and the wedding industry takes notice of.
Remember the film The Devil Wears Prada? In the movie, Meryl Streep’s fashion magazine editor character Miranda Priestly explains to intern Andrea that the blue jumper she is wearing is actually cerulean, a shade which first emerged in the collections of high fashion designers, before filtering down to the High Street store where Andrea “fished it out of some clearance bin”.
In the normal course of events, having graced the catwalks between 2012 to 2016, the interest in rose gold would have been expected to have died down.
Pantone chose “greenery” as its colour of the year in 2017, while 2018-2019’s colour is meant to be lilac, and 2020 will be all about mint.
But for some reason, rose gold is still as popular as ever. According to Marie Claire’s digital fashion editor Penny Goldstone, millennials have held on to pink because it photographs well in posts on social media.
“I would say rose gold has become a pop culture phenomenon. It’s been around since 2015 but it’s still massively popular,” she tells the BBC.
“It’s all about matching everything. So on Instagram you’ll have people posting a picture where they’re drinking a glass of rosé while sitting on a pink lounger, wearing a vintage pink 50s swimsuit.”
Millennials have continued to focus on rose gold, almost as a sort of psychological protest against the many world events of 2016 that they found depressing.
Pink used to be scorned, but with the rise of millennials, it was almost seen as a cool thing because it’s kind of ironic. You’re going back to a girly pink but you’re wearing it ironically,” she explains.
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