Red, redefined

If the color of the summer was Barbie Pink, this fall think Barbie on steroids. Those in the fashionverse are predicting red will be the soon-to-be-everywhere shade. If you are always the lady in red, you've hit the look-of-the-season lottery for fall 2023.

This year Pantone, who is recognized as the global authority on color trends have welcomed us to their Magentaverse with a color  named Viva Magenta (https://www.pantone.com/color-of-the-year/2023 ) "Viva Magenta is a shade rooted in nature, descending from the red family and expressive of a new signal of strength. It's a brave, fearless, electrifying rebellious, audacious, and witty hue."

I've noticed there seems to be a reluctance and hesitation to wear red once a woman is no longer young. The notion that wearing red is *brave* is rooted in societal standards, and historical views about femininity, age, and boldness.

Let me  break down some of the reasons why some mature women might view wearing red as a bold or brave choice:

Youth-centric Beauty Standards: The beauty industry, for a long time, has been exclusively youth-centric. Sex sells and society doesn't always view the aging process kindly. Bright and bold colors including red are often marketed to women who are still in their fertile years to draw attention to their desirability.

Societal Expectations about Age: Wearing red draws attention. It's a color often associated with passion, vitality and energy. It stands out and is hard to ignore. Historically, there's been a societal expectation that as women age, they should tone down their appearance to be more modest or understated. Said another way: Invisible.

Past Personal Experiences: If you grew up in a time or place where wearing red was seen as audacious, forward, or even inappropriate, then choosing to wear it later in life can feel liberating or brave. (In my own experience, at the age of 14, I asked my mother if I could have some red pants. I quickly got a firm *no* because only *bad girls* wore red pants.) 

Personal Evolution: In recent years, societal views about age and fashion have been evolving So have we. We don't act like our mothers and grandmothers generations and shouldn't dress like them either. As we age, we tap into our personal power and become more confident and care less about others opinions. By embracing fashion and beauty in diverse and vibrant ways we are redefining style for our generation.

(If your closet has a lot of black in it and the thought of such strong color makes your head spin, a brilliant red bag or magenta cashmere wrap is an easy segue into emboldened color.)

Red vibrates with vim and vigor. It's undeniable that a woman who incorporates red  - even just a touch - into her wardrobe has a verve for life. No matter her age, she exudes glamour, confidence and elegance.

Copyright: Helene Oseen 2023