The colour of money is pink

Robert Joseph looks at the unstoppable rise of the rosé category and its connection with a colour called Pale Dogwood.

Photo by Paweł Czerwiński on Unsplash  Copy to clipboard
Photo by Paweł Czerwiński on Unsplash Copy to clipboard

The term ‘Millennial Pink’ seems to have been coined in the summer of 2016 by Véronique Hyland in an article in The Cut magazine headlined “Millennial pink is suddenly everywhere”. 

As Hyland wrote, “A cohort raised to distrust pink has turned contrarian and embraced a muddied, faded version of the colour.” The technical name for this hue is “Pale Dogwood”, as christened by Pantone, the company whose colour-matching system is used internationally by paint manufacturers and printers.

Fashionable wine drinkers would recognise Pale Dogwood immediately – it’s the colour of modern Provence rosés. Sacha Lichine’s initial 2007 vintage of Whispering Angel, Brad Pitt’s and Angelina Jolie’s Miraval first released in 2012 and Yes Way, Rosé!, the wine that took the US market by storm when it was released in 2013, are all Pale Dogwood.

Appeared in

For full access...

Please log in or register now»               No subscription?  Try out our free 14 day trial»

Latest Articles