The Department: a podcast about trends.

Kim and Amanda continue on their 2000s hipster mission, talking about the magazines that were meaningful to hipster women of the aughts. See the full show notes at thedepartment.world.

So the annual grand decree of Pantone’s Color of the Year for 2021 was released recently - For the second time since they started doing the Color of the Year Pantone released 2 colors. They have a bright yellow called Illuminating and a very basic stone grey called Ultimate Grey.

Essentially it symbolizes strength and hope - The Pantone website>> describes their selection as:

“Ultimate Gray and Illuminating are two independent colors that highlight how different elements come together to support one another which best expresses the mood for Pantone Color of the Year 2021. Practical and rock-solid but at the same time warming and optimistic, the union of PANTONE 17-5104 Ultimate Gray + PANTONE 13-0647 Illuminating is one of strength and positivity. It is a story of color that encapsulates deeper feelings of thoughtfulness with the promise of something sunny and friendly.”

We find that these ‘Color of the Year’s’ have been following the trend - not leading it lately - Yellow has been trending for at least 3 years. In 2018 industry people proclaimed this yellow Gen Z Yellow which was pegged to usurp Millennial Pink which rocked the color world last decade. But this wasn’t always the case.

First and foremost the color of the year is meant to be aspirational as well as draw some pr momentum. Pantone has been doing the color of the year since 1999 - picking the color of the year for the next year - and set the precedent for a bunch of other paint and trend companies that also release their own color of the year. Color of the year started as a marketing tool to liven up the color standards business - put a little hype and serious pr spectacle into the game. Starting in 2000 the first official color chosen was Cerulean, a light blue said to capture the angst about Y2K- This color represents the millennium because of the calming zen state of mind it induces.

Since the founding Pantone has figured out how to capitalize on this more and more - they now enter into licensing agreements with various companies - from nail polish to hotel suites - so that the color is everywhere and these brands are on trend as well. So in essence it is a self fulfilling prophecy. Ultimately the color of the year and the colors they forecast for the season are really about selling merchandise and informing a similar palette brand’s use in unison to come together on a color trend. The more customers see a color the more they lean into it - essentially - so it is a catalyst for a color trend and makes them appear as a reliable resource.

Interestingly however - The colors are designed to create obsolescence - after a few months the color loses interest and is considered pase because it was last year’s color. Previous year’s Pantone-branded coffee mugs for example are often seen marked down. The annual update on iPhone colors for instance, is meant for consumers to covet a new phone every year.

Here is a great article: Why Does Pantone Choose a Color of the Year>>

Pantone Officially defines their choice and methodology as: “A symbolic color selection; a color snapshot of what we see taking place in our global culture that serves as an expression of a mood and an attitude. Trends across all categories and industries reflect the culture we live in. As marketers, our primary goal to be successful is to connect with people and to do that, it is important to be in touch with these trends.”

The Busines Insider came out with a compelling article this year after the 2021 colors were announced called ‘Pantone's Colors of the Year are intended to reflect 'resilience and hope' for 2021. But the annual decision also has a trickle-down effect on everything from high fashion to iPhones.’ by Avery Hartmans>>

Avery examines how Pantone's Color of the Year is meant to make a statement that they obviously serve another purpose: setting the tone for the consumer products industry and kick-starting a trickle-down effect that can last for years.
“Hartmans gives this reference - that Cerulean was the color of the year in 2000- then There's an iconic scene in the 2006 film "The Devil Wears Prada" that helps explain the color phenomenon. In the film, Anne Hathaway's character, Andy, quietly scoffs at two similar-looking turquoise belts someone had just described as being "so different." Andy's reaction leads Meryl Streep's character, Miranda Priestly, to turn on her and unleash a seemingly calm yet undeniably eviscerating explanation of the power of the fashion industry and its trickle-down eff...

Amanda and Kim take a deeper look into some more color trends that define us this episode!

As previously mentioned in 2016 Pantone, for the first time ever, chose TWO Colors of the Year: Rose Quartz (aka millennial pink) and Serenity (a lavender blue). Last episode we mentioned that Pantone wasn’t the forerunner anymore on trend - as Millennial Pink had been pervasive for a few years now.

Pantone credits the blurring of gender for the choice - not mentioning the obvious obsession with the color: According to Pantone.”In many parts of the world we are experiencing a gender blur as it relates to fashion, which has in turn impacted color trends throughout all other areas of design."

Amanda points out that these colors weren’t necessarily groundbreaking. These colors were also used together frequently in the early age of the internet, found in both the Prodigy guidebook and the America Online welcome page.

Rose Quartz (aka millennial pink) became the color of a generation, with Serenity as its sort of second runner up.

Millennial Pink, also known as “Tumblr Pink” and “Scandi Pink” is not the same as Barbie pink, which was the pink shade of the aughts. This was a softer, less aggressive shade....some considered it a modern take on the color.

New York magazine did an exhaustive, almost too dry article>> on the history of millennial pink citing here in a lot of her research. The New York Mag fashion editor Amy Larocca said, “often when Pantone declares Marsala Red or Radiant Orchid to be the next color to watch, we shrug knowingly, fully expecting to see that shade on shelves but not expecting it to invade our consciousness.”

But millennial pink was different...it really did invade every aspect of clothing, graphic design, interior design, product design....it became a signature of the “blanding” aesthetic (refer to our episode on Blanding for MORE!)

In November of 2014, the Color Marketing Group, a worldwide nonprofit color-forecasting group of which Pantone is a member, picked Shim, a deep pink-beige, as the 2016 emerging color (the group works two years in advance). It’s an early version of Millennial Pink. The Asia-Pacific members of the group are the first to notice the color and say that it represents a change in gender roles; the name Shim is a play on she and him. Mark Woodman, the former president of CMG, calls the color a “moment of quietude” and explains that “there’s so much stress that people think, What can I do in color and texture that I can take with me that gives me a moment to calm down?

That same year, #palepink is the top used pink-related hashtag on Tumblr...a place that virtually birthed the pastel aesthetic! And I would say that the kids of Tumblr really lead the this paste revolution with all of the pastel aesthetic blogs, pastel goth.

Every brand--whether it’s clothing, kitchen goods, furniture, you name it...has gotten into the millennial pink game at some point. ...but strangely none of the big car companies have? WHAT A MISS. Probably why Millennials aren’t buying cars! (please refer to our episode on Millennials Killing things ;).

Traditionally considered a color of our youth -or femme girl icons like Paris Hilton, Leagally Blonde or House Bunny - it became popular beyond age, gender or taste. Fuelled by nostalgia and trend the color took over in a massive way.

But millennial pink had a different, androgynous vibe. It was considered the “genderless mascot” of a generation. It’s also flattering and easy on the eyes, which doesn’t hurt!

A few years ago Amanda read an amazing interview with one of her favorite bands, a Japanese girl band called Chai, who uses pink very heavily in its imagery and outfits! This quote from member Yuki really stuck with her: “In Japan, most girls like pink when they’re little. There is this cultural understanding that when you’re a young girl, you can wear pink, but as you grow older, pink is not the color for you. What we are trying to say is that pink is for everybody at every age. We wanted people to know it’s a cool color and it shows woman power. Our pink outfits show we’re not just cute: This is what cool women wear.”

People would ask...why pink? A traditionally polarizing color!

In 1918, the trade publication Earnshaw’s Infants’ Department published an article saying, “The generally accepted rule is pink for the boys, and blue for the girls.”
While this shade of pink is not new, it’s invasion of our consciousness and our surroundings began in earnest in 2013...so Amanda wanted to call out some iconic millennial pink moments:

1. Glossier! It’s packaging, it’s products, the jumpsuits that its employees wear...

So the 2000s or Early Aughts was a super defining time period - personal cell phones, texting, the internet - all were blowing up in the early Aughts - Friendster was at the beginning of the decade- Myspace was in the mid part and Facebook at the end - and fashion and trends were even more riveting.

What is interesting to note is that the trends of the early 2000s are coming back for the younger generations and Gen Z is embracing this millennium - as comfort watching of old 2000 shows has been trending the likes of the OC, Gossip Girl, and Hannah Montana and being watched more than ever. Because of that - the kids are crushing on the fashion trends in those shows - That’s right Juicy Couture, Uggs, low rise jeans and even trucker hats are seen trending again as nostalgia continues to influence.

Cult of Celebutantes

2000 saw a huge, I might say, obsession for the Celebutante. The celebutante is essentially a celebrity who is just "famous for being famous" or often a " trust fund baby. ": Young and in their twenties, fashionable, and notorious party girls who are members of "high-class" society due to family fortunes. These females fall into the realm of 'celebrity-for-the-sake-of-celebrity" or "socialite-heiress-turned-celebrity". They are America’s princesses - with massive fortune’s behind them. So we are talking about Paris Hilton, Nicole Richie, the Kardashians....then there are some Celebutantes that had some talent and were actresses or pop stars like Lindsay Lohan and Britany most notoriously. And what is most interesting is the amount of power they had to define trends and the American consumer behavior as well as lifestyles because of the sheer amount of press that came out about them. Often not for great things- Paris rose to mass popularity in 2003 after the release of her sex tape. Lohan for her antics. People loved them and loved to hate them. They had lavish lifestyles and partied constantly - the drama, the excitement and then the reality tv shows all fueled the demand.

Rise and Rash of Reality

Now the idea of reality television did not *begin* in the 2000s...we can all remember The Real World and Road Rules from MTV in the 90s...as well as all kinds of other spin offs that were less successful. The televised OJ Simpson trial (and all of the other media around it) could arguably be considered the first time “reality television” was being created for the masses....well not the FIRST.

In the 1970s, PBS sort of launched the idea of ‘Reality Television’ with a show called An American Family.

• The show, or more specifically the twelve-hour documentary series, followed the lives of the Loud family of Santa Barbara, California for the span of seven months.
• Over the span of this twelve part series “viewers watched dramatic life events unfold, including Pat asking for a separation from her husband Bill, and the bohemian New York lifestyle of their gay son, Lance”
• The Loud family quickly captivated the hearts of America because it showed them a version of their own reality.

The Splash of Survivor

So by 2000, television producers saw that there was an appetite for reality shows. After all The Real World was still bringing in viewers, Cops and all the related “crime” shows were very popular, and game shows, when you think about it are also reality shows, and people loved those. And thus Survivor was born.

Survivor was wildly successful. And it sort of legitimized this idea of reality television as mainstream, major network programming. Previously reality programming was reserved for cable (or PBS). But networks saw that millions of people would watch these shows. And they were so much cheaper to make than a regular scripted show! For example, a single episode of Lost (a major hit of the aughts) cost $14 million to make. Reality shows were significantly cheaper.

From here entire cable networks grew based on reality TV: The Learning Channel became TLC, it spun off lots of other channels. VH1 and MTV shifted from you know, music videos, to reality shows all the time!

How Reality Launched Celebrity

Obviously we have to start with the queens of the celebutantes, Paris Hilton and Nicole Ritchie, who became household names and fashion icons with their MTV reality show The Simple Life, which ran for five years.

• The BFFs holed up in small-town America, working a series of average-Joe jobs for five seasons. The key “comedy” of the show was watching these two spoiled rich girls doing a variety of extremely un-socialite-like tasks, from milking cows to working drive-thrus—it also birthed their iconic catchphrases “that’s hot” and Loves it.”
• Paris Hilton came from an extreme amount of generational wealth (as did Nicole Ritchie) so it’s hard to say what her life would have been like without The Sim...

Nostalgia collides with our dating series as we discuss why cool girls have been making allowances for such lousy behavior from dudes since the aughts. We call it the Ethan Hawke Effect. Get ready for a stroll down slacker heartthrob memory lane!

See our full show notes at thedepartment.world.