Remember when pink was déclassé?
Think pink. “im in a grouptext about how everything looks like this now,” MTV writer Darcie Wilder tweeted on Friday of the salmon shade that has taken over fashion and graphic design, from Thinx ads to Glossier campaigns to the cover of Kinfolk and the logos for Acne and the Wing, which bills itself as “a home base for women on their way.” Her followers immediately responded with even more examples: vibrator ads, Mansur Gavriel boxes, the Everlane newsletter.
A cohort raised to distrust pink has turned contrarian and embraced a muddied, faded version of the color. This summer, we’re conspicuously reading Sweetbitter, drinking a matching glass of frosé, and Instagramming it all with our rose-gold iPhones. Instead of the minimalism that’s dominated fashion for the past few years, we’re firmly into maximal, ruffled, not-pink pink from the Gucci resort collection .
Remember when pink was déclassé? Pink used to be Malibu Barbie and Bubble Yum and all the bright plastic items that many of us in this particular group were steered away from as kids. And that specific shade of pink is not the one that’s resurfaced. Instead it’s ironic pink, pink without the sugary prettiness. It’s a non-color that doesn’t commit, whose semi-ugliness is proof of its sophistication.
We’re in a moment of ambivalent girliness — a moment in which we celebrate, say, Hillary cracking the glass ceiling but can’t quite get into the human embodiment of magenta, Katy Perry, stumping for her, themed nail art and all. We’re embracing our girlier impulses: our vocal fry, the “likes” and “ums” we were told would hold us back, our #girlboss-ness. But we’re not quite there yet. We still have to hold something back.
By all means, enjoy whatever color you like — revel in mustard or taupe or chartreuse if that’s what makes you happy. Dress like Barbie or Fran Drescher or Fran Lebowitz, if you want.
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