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Viva Magenta

Benjamin Guedj @bureaubenjamin


2 months ago

2023 will rhyme with Viva Magenta! It is in any case what Pantone provides. Like every year, the color institute has announced the color chart which will give the tone to the creation. If the last year wanted to be vaporous and sulfurous with Very Peri, 2023 will vibrate to the liking of a range deeply generous and audacious.


Viva Magenta descends from the red family and expresses a new sign of strength. Daring yet muted, vibrant yet reassuring, impetuous yet warm, real yet virtual, reference 18-1750 cultivates a half-tone extravagance and celebrates rebirth. Viva Magenta!











18-1750 Viva Magenta, PANTONE

Reconnecting with nature

© Romain Bernardie-James

LOEWE SS23, Look 12

Viva Magenta 18-750 gets its brilliance from nature. The biological origins of the color reference come from the cochineal beetle, the insect that produces the natural dye carmine, one of the most precious, strong and brilliant. This invigorating hue is also found in pomegranate, grapefruit, watermelon and anthurium flowers, which are now at the heart of lifestyle inspirations.

Atrium Bar in Atlanta by Smith Hanes Studio © Tim Lenz

Collection Monoprix x Pierre Marie

GUCCI SS23, Look 23

Full Magenta look

© Benjamin Moore

GUCCI SS13 Look 1 © Yannis Vlamos

© Sirotov Architectes

The mantra of Viva Magenta? Total look! On suits as in interiors, the hue leads the way, all in nuances. Like Very Peri, it straddles the physical and the virtual in a multi-dimensional era dominated by the unconventional.

Alexis Christodoulou

Nursery in Sarreguemines by Paul Le Quernec Architecte and Michel Grasso

© Derek Swalwell

Nudo par Kelly Wearstler pour Arca © Nick Hudson

Nudo by Kelly Wearstler for Arca © Nick Hudson

If it draws its strength from nature, generous and voluptuous, it is not surprising that Viva Magenta suggests intimate and glamorous worlds. Whether paired with precious draperies or steep surfaces, Viva Magenta dresses with elegance and imposes its feminine touch with sensuality.

LOEWE FW 22, Look 14 © Filippo Fior

Muralla Roja by Riccardo Boffill in  Calpe

Exhibition, « Collective/Collectible »

Isolated touches


The Viva Magenta range also emerges in touches at the heart of interiors. Lively and vibrant with energy, it makes its bed on velvet carpet, curly sofas or velvety drapes to enhance and dramatize the atmosphere.

Casa Lana d’Ettore Sottsass © Triennale Milano / Gianluca Di Ioia

Palazzo Pucci

Maison Jutra © Benjamin Guedj / @bureaubenjamin

© Germán Sáiz

© Carlo Piro / Styling Achilles Ion Gabriel and Ana Rojas


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