It hadn’t been seen around consistently for at least a decade. Now, especially due to “The Life of a Showgirl”, the new upcoming album by Taylor Swift, it has arrogantly come back into fashion. We are talking about the orange color, or at least of a particular bright and shiny tone called “Portofino Orange Glitter”. Theoretically inspired by the sunsets of the famous Ligurian locality, it consists of a powerful marketing instrument
di Domenico Casoria
Orange Era
We will start by telling a fact: everything Taylor Swift touches turns into gold. T-shirts, colorful bracelets, covers, sold out. A contemporary King Midas capable of transforming into reality the dreams of young people. At the point that she earned herself a word that describes the economy that revolves around her: swiftonomics. For this reason, even during the next year we will probably be surrounded by orange, which will take over runway shows, stores and which we’ll see in that lipstick shade that sells out immediately, at weddings.
And the merit (or the guilt, it’s on you) will once again go to Taylor Swift, who on the next October 3rd will release an orange album. In every sense. During an episode of the podcasts hosted by the partner Travis Kelce, the singer has revealed the first details of her upcoming album, and she underlined – as stated by Il Post – that she always liked the color orange, in line with the particular energy it reflects. Swift has also mentioned that her fans, during a concert held on December 8th, noticed that she hadn’t come out on stage through an elevator, but through an orange door, which precisely symbolizes the beginning of a “new era”.
There’s a new color around
So, the next album will be entirely orange. From the cover, which features Swift in a bathtub surrounded by orange writings, to the actual disk. It wasn’t the first time the singer had demonstrated a certain passion for this color. In the video clip of Anti-Hero, one of the singles of the Midnights album, released during Fall 2022, orange was already present. Back in 2017, in the video of Look What You Made Me Do, instead, the singer wore an orange dress while she was on a swing, inside of a cage. Even during last year, at the end of her iconic Eras Tour, Swift started to wear orange dresses more and more frequently. The media hype behind her choices, then, has involved a series of other protagonists. The city of Portofino, for instance, has dedicated her a special T-shirt, in addition to an invitation to visit the locality.
Some companies such as United Airlines, Starbucks and Fedex posted a background with the same Portofino Orange Glitter. On the other hand, Netflix, M&M’s and Dunkin’ Donuts have limited themselves to mentioning the orange in the copy of their posts. All of this precisely tells about the influence (which is sometimes indirect) of Taylor Swift, who had already happened to anticipate some trends in the past. Based on what we have seen on the runways, orange was the color of the summer season, which is now drawing to a close.
Chanel, Pucci, Dries Van Noten and Saint Laurent are just some of the brands that have inserted it in their collections. And it will also be the one of the Fall-Winter season, because historically it belongs to no season. Even though orange is the color which is most avoided by style departments, due to the fact that it is always associated with Hermès and, for this reason, trying to sneak in through this duo doesn’t seem to be a valuable strategy. But, now, Taylor Swift brought it right back into fashion.
Photo Taylor Swift
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