The neon lights are associated with the 90s, raves, subculture, and ubiquitous storefront signs. The 1920s were when neon lights were at their peak, and the streets were glowing with them, and they marked businesses’ wares and services. This included everything from clothes in department stores to lax nightclubs down back alleyways.
But the colour neon and buzzy brights are back for 2022, particularly in activewear, accessories, outerwear, beauty and in the digital landscape. The resurgence of neon colours in beauty has fueled creativity and individualism among Gen Z. They are more comfortable playing with brightly colored hair and using playful makeup to express themselves. According to Nikkei Asia, Japan’s men have increased their makeup spending by 20% per month in the past year. As an alternative to traditional manicures, neon manicures have become a popular trend.
Kanye West’s Gap collaboration was finally launched with an electric neon puffa jacket. Outdoor clothing has been updated with brighter colours. You no longer have to blend in with the natural world, but you can glow!
Radical self expression It doesn’t matter if it is to warn consumers of danger or draw in customers in new gaming areas. Fashion forecaster WGSN says consumers want products and experiences that add extravagance to everyday life. They are moving away from neutrals that provide comfort through global lockdowns to more unambiguous brights that feed into themes that are unapologetic exhilaration or radical self-expression.”
The shift to brights began last season when the power of colour was used as an antidote to the bleakest of years. Edited’s analysis of the spring shows showed strong blues from Kenzo and Longchamp, while Balmain displayed vibrant neon pinks and green suits. Mark Fast, Sportsmax, and Chanel graphics featured highlights hues. Ricostru and Harlem’s Fashion Row favored all-over citrus, while Tom Ford embraced jewel tones.
The future, it seems, is bright and colourful.
