Pantone, the company behind the Pantone Matching System used by creatives around the globe, announced its 2023 Color of the Year: Viva Magenta 18-1750.

Announced during Art Basel Miami on Dec. 1, the color is a “nuanced crimson red tone,” according to Pantone Color Institute Vice President Laurie Pressman.

The company uses words like fearless, joyous, electrifying, boundary-less, audacious, and inclusive to describe Viva Magenta.

Pantone Color Institute Executive Director Leatrice Eiseman states:

“In this age of technology, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known. Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength.”

Watch the color come to life. For some ideas on what to expect from apparel and how you can incorporate this year’s Color of the Year, check out this video interview.