A hot pink called Viva Magenta that is reminiscent of blush has been named as 2023 colour of the year by the American colour company Pantone.

Described by the brand as “an unconventional red for an unconventional time”, Pantone‘s Viva Magenta 18-1750 is a vibrant pinky colour with hints of purple that belongs to the red colour family.

“It’s assertive but it’s not aggressive – we refer to it as a fist in a velvet glove,” said vice president of the Pantone Color Institute Laurie Pressman.

“It’s a brave and fearless red shade that vibrates with vim and vigour,” Pressman told Dezeen. “Its exuberance promotes optimism and joy.”