Skims, Kim Kardashian’s lingerie and loungewear brand, unveiled its Valentine’s Day Limited Edition Collection in January. Splashed in various shades of pink, the collection redefines romance. Lana Del Rey graces the campaign as the featured model, presenting a captivating image on the website’s front page. This Valentine’s Day release goes beyond lingerie, emphasising love, style, and the eternal beauty of pink. Introducing pink-themed collections for Valentine’s Day not only aligns with traditional colour symbolism but also follows the upcoming spring season, providing consumers with a fashion experience that resonates with the changing seasons.
image credit: @skims on Instagram
“When I see pink, I think of sweet and romance,” explains Camellia Nguyen, 26, a graphic designer, who was buying the latest products of Skims at Selfridges, London. Pink, culturally linked to romance, becomes an ideal symbol for Valentine’s Day. It is often used to express sweet, romantic and cosy sentiments, and may also be associated with childishness, girlishness, or a traditionally feminine vibe. In fashion, pink is often seen as a striking and feminine colour. Psychologically, it evokes warmth and happiness, intensifying emotional connections.
Falling at winter’s end, Valentine’s Day aligns with the anticipation of spring, where pink complements the warmth. It adds a sweet touch to love celebrations, aligning with common elements like flowers and hearts. “The shades of skims’ new products are on the lighter side, but not too saturated, which makes them look low-key and suitable for casual use. They’re also great colours for the upcoming spring,” says Nguyen.
When a colour is repeated often enough, it becomes a fashion trend. Pink and red, for example, are used as a symbol of love. When people have this consensus, brands cater to the market to make pink and red items to be sold as limited editions on Valentine’s Day in order to sell better. When more people buy them, more people will use these items around Valentine’s Day, meaning that the pink and red colours will be present a lot during this time. As more people use pink and red in their daily lives, they are surrounded by pink and red clothing all around them, subconsciously reinforcing the impression that Valentine’s Day should be full of pink and red. Brands and the public are, hence, influencing each other’s aesthetics.
“Stereotypes about colours and seasons stem from cultural, social learning, and perceptual biases. Cultural influences, media portrayals, and traditional customs shape these stereotypes, while perceptual biases associate certain colours with specific seasons due to their emotional connotations,” says Miley Zhang, 27, a PhD student who studies Psychology at Toronto University.
Our perceptions are slowly built up during the process of our daily lives where the environment we live in is made up of millions of people. There are always some consensus perceptions in the environment, which would help us to understand the mainstream ideas and integrate into the mainstream society more quickly. The perception of colours is one of them. It’s like we would think that red is associated with hot and blue tones are associated with cold. Our perception of colours is slowly building up from when we were children, so indeed, it could be said that this is a stereotype.
According to colour psychology, certain shades evoke specific emotional and psychological responses in individuals. For example, warm colours like red, orange, and yellow are often associated with feelings of warmth, energy, and excitement. These colours can stimulate the nervous system and increase heart rate, leading to heightened arousal and activity levels. On the other hand, cool colours like blue, green, and purple are often linked to feelings of calmness, relaxation, and tranquillity. These colours have a calming effect on the nervous system, reducing stress and promoting a sense of peace and serenity.
These associations between colours and emotions are not universal and can vary depending on individual experiences, cultural backgrounds, and personal preferences. Understanding colour psychology can help explain why certain colours are often linked to particular seasons in our minds and why these associations can influence our perceptions and behaviours. Nonetheless, it’s essential to recognize that these associations are not fixed and can be influenced by a variety of factors, including personal experiences and cultural influences.
Nguyen thinks that this stereotype of colours is not a bad thing, it adds to the rituals people have for the seasons and various festivals. While changing colours seasonally can sometimes be seen as a stereotype, it also can be a fun and creative way to embrace the unique characteristics of each season.
“I’m excited to refresh my wardrobe with some new pieces in colours that reflect the season,” explains Jake Olsson, 28, a freelance fashion designer. “I think I would like to look for clothing in vibrant shades like sunshine yellow, mint green, and coral pink. These colours not only complement the cheerful mood of spring but also help me transit from the colder, darker months to the warmer, brighter days ahead.”
Changing colours seasonally allows a means of self-expression through fashion while maintaining practicality and comfort. Additionally, it is exhilarating to vary the wardrobe and explore new colour combinations with the changing seasons. Clothing selections are ultimately a matter of personal preference, with an emphasis on what gives one a sense of confidence and fulfillment in their sense of style.
“We like to wear red for Chinese New Year since red stands for good luck,” says Chenglin Shi, 22, a UCL student who is now studying psychoeducation. “It has the effect of driving away evil spirits and protecting the body. So, every New Year’s Eve, people will put on red clothes to turn evil into good luck, and eliminate disasters.”
Image credit: BC Gov Photos on Flickr
The relationship between colours and festivals does indeed demonstrate diversity across different cultures and traditions. This connection often traces back to the heritage of history, religion, culture, and symbols, shaping unique festival atmospheres and celebrations in each region. It’s precisely because people have stereotypes about colours and festivals that these cultural traditions are preserved and passed down. By associating specific colours with certain festivals, individuals can express their cultural identity and traditional values during celebrations, fostering community cohesion and a sense of belonging. Therefore, while stereotypes may bring some limitations, they also help with the development and preservation of culture to some extent.
With colourful clothing, we can forgo differences and embrace each other’s individual experiences, cultural backgrounds, and personal preferences. Our emotional world and our relationship with nature are intrinsically bound to colour. They contribute to the formation of stereotypes about colours and seasons, which is why certain colours are commonly associated with specific emotional states and, by extension, certain times of the year. So defeat your winter blues with warm-toned accessories and rejoice at the sight of the pink magnolia that heralds the spring!