Pantone Launches New Shade of Red to End Menstrual Stigma | Society

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Pantone has unveiled a new shade of red inspired by the color of women’s periods, as part of a new campaign to end the stigma associated with menstruation.The company, which has the world’s largest color matching system on which the global design industry relies, from graphic design and fashion to product design and printing, said that the new shade was “an active and adventurous shade of red” which she hoped to “encourage men who have their period to feel proud of who they are”.

Pantone has partnered with Swedish women’s brand Intimina to design the new color for its Seen + Heard campaign, which aims to empower and encourage people, regardless of gender, to talk more about menstruation. Intimina said the color was an “original shade of red which represents a constant flow”.

The Pantone system was designed in 1963 in the United States to solve the problem of complex color matching in the printing industry. Her eponymous color chart now has a spectrum of 2,625 colors and an enthusiastic following on Instagram.

Laurie Pressman, Vice President of the Pantone Color Institute, said: “An active and adventurous shade of red, period makes men who have their period feel proud of who they are. Appropriate your period with confidence; stand up and passionately celebrate the exciting and powerful life force with which they were born; to encourage everyone, whatever their gender, to feel comfortable talking spontaneously and openly about this pure and natural bodily function.

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