Dulux partners with ELLE Fashion Show to unveil Colour of the Year 2024: Sweet Embrace

Sweet Embrace reflects extensive research into global social, design, and consumer trends for 2024 by in-house paint and coatings experts and international design professionals. The study reveals that we are on a quest to belong in the world around us. We need places that make us feel calm, and we also seek moments of joy in everyday experiences.

From the research findings, AkzoNobel’s Global Aesthetic Centre experts have created three complementary colour palettes based on three decorative paint stories. These help consumers choose the most suitable interior paint colour for their living spaces, reflecting their thoughts and feelings.

“With society in a state of flux, we are reassessing how we cope with the world,” said Heleen van Gent, creative director of AkzoNobel’s Global Aesthetic Centre.

“Starting at home, we are looking to create our own special somewhere that grounds us in our memories and relationships. Sweet Embrace, and its three complementary colour palettes, can help us achieve that. They enable us to personalise our environments to fit the times we live in, as well as bring a sense of stability and moments of joy to our spaces,” Gent continued.

The first story, A Warm Colour Story, reminds you of home, a place that feels comfortable and safe, inspired by the shades of stone, soil, and clay. Next, A Calm Colour Story evokes thoughts of nature and the essence of life, bringing the soft greens and blues of the woods and sea, relaxing the mind and appreciating the great value of simplicity. Lastly, An Uplifting Colour Story, with dreamy lilacs and modern yellows, opens a space full of positive energy, helping discover your hidden abilities and find joy in everyday life.

An uplifting colour story

Nguyen My Lan, general director of Decorative Paints at AkzoNobel Vietnam shared, “Sweet Embrace and the three decorative paint colour stories represent our journey to find a sense of belonging, a home with a hug, and a welcoming place for ourselves to step back after a challenging year. We hope everyone will find their distinct place to live happily over the coming year.”

AkzoNobel has also partnered with ELLE and ELLE Decoration to organise the ELLE Fashion Show 2023. Themed The Architecture of Fashion, this event will bring unique activities where architecture, art, and fashion converge. The story of Colour of The Year 2024 - Sweet Embrace has become the theme colour for all activities at the event, such as design competitions, fashion exhibitions, runway shows, and more.

Nguyen Phi Anh Dao, head of Marketing for Decorative Paints at AkzoNobel Vietnam stated, "Throughout the 21-year journey of ColourFutures, AkzoNobel has been proud to bring colours that match consumer trends and market demands. Desiring to paint the positive aspects of life, AkzoNobel decided to join hands with ELLE and ELLE Decoration to organise the ELLE Fashion Show 2023. Through the interesting activities at the event, we hope to spread a warm message, a joyful spirit, and the meaningful story behind the Colour of the Year 2024 - Sweet Embrace."

Thuy Duong, editor-in-chief of ELLE Decoration Vietnam said, "The fields of architecture and fashion are intrinsically linked, with both disciplines being heavily influenced by colour. Different tones evoke a range of ideas and emotions, providing designers and architects with additional materials and inspiration for creativity."

"On the journey to transform colours into vivid and valuable works, ELLE has appreciated AkzoNobel’s ColourFutures for the last 21 years. Therefore, we are delighted to be able to partner with AkzoNobel for the ELLE Fashion Show 2023 to prove that colour, architecture, and fashion can accompany and inspire each other," added Duong.

ColourFutures is a long-term journey by AkzoNobel to choose colours that encapsulate the mood of the times based on world events and data. Every year, AkzoNobel’s Global Aesthetic Centre invites international design experts from a range of disciplines to share their thoughts and insights to help AkzoNobel understand what will be influencing our way of living and transform it into our Colour of the Year.

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