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Dear colour pink, we are sorry…

Someone says the millennial pink craze started with the rose gold iPhone launch in 2015, others say it’s popularity was influenced by Wes Anderson’s acclaimed movie The Grand Budapest Hotel.

But can a colour define a generation? The colour popularity in the last few years seems to be a clear answer.

The muted shade of pink left behind it’s loud “barbie-like” cousin and became more androgynous and edgy. The request for it was so high that instead of the official name “Rose quartz” that Pantone gave to the 13-1520 colour, everyone started calling it millennial pink.

But why and how?


No matter the pop-culture influences that might have helped in bringing this change along, the most substantial change was the need the millennial generation has shown to RECLAIM femininity, and reclaiming pink was just part of the process.

So, for all of us -yes, us- that grew up hating pink, never wanting to wear it, rejecting it in its every form, it might be interesting to stop and think why did we ever do that. Why did we grow up with the fear of looking “girly,” with the preconception that “girly” and “feminine” are bad qualities?




For most of us avoiding pink meant parting ourselves from a delicate and vulnerable idea of female. We internalised the concept that being a girl meant being weak.


In some sense, millennial pink is battling that internalised misogyny some of us lived with for most of our lives. This generation, not only made it more gender-neutral on the catwalks, in marketing campaigns and in art but also reclaimed it along with the inherent strength of femininity.


To this day, the request for millennial pink is still very strong, and its presence it’s undeniable in stores, magazines and most parts of our consumerist life and we wouldn’t have it any other way.

If keeping millennial pink around means de-gendering colours and have the next generation love pink… or purple… or blue… or green, without feeling that their choice determine their strength as a person, we are up for the task!


Ps. Here are some other ways to fight internalised misogyny:

Download Lizzo’s album “Cuz I love you” and give it a good listen in your daily commute to get that extra bounce to your walk in the mornings.


Check out Bernardine Evaristo’s “Girl, Woman, other” that was awarded the 2019 Booker Prize last October.


Pick up a copy of ART SHE SAYS, an independent feminist magazine that focuses on the women’s presence in the male-dominated art institution.


#millenialpink #wearefblog #girlpower #genderequality

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