Associating ultraviolet with counterculture and artistic brilliance - early in 2017, Pantone already dedicated a specific hue of purple to Prince - the company chose this shade because it ‘speaks to our shared desire for deeper understanding in an increasingly complex landscape, and our eagerness to experiment to reach that level.’ No surprise then, that fashion designers have explored the hue in a variety of different shades, from intensely pigmented purple at Balenciaga through to the lightest of lilacs at Victoria Beckham
. Notably more present on the SS18 runways than usual, ultraviolet took center stage at Gucci, in glitter and glam rock executions that popped with attitude. Carolina Herrerra's ladylike dresses were more old school glamour iterations, while Peter Pilotto's printed gown was a contemporary update on a retro flowery number. Antonin Tron's soft purple separates for his brand Atlein showed us realistic and day-to-day options to wear.