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Is that all that story is? I always found an easy way to impress clients was raiding the colour trend forecasts when putting together design visuals... One less job for me to do and it looks like I've been doing a bit of extra research... In Google...
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Actually it looks like it's barely a story and is potentially just something WGSN/Coloro have arranged as a paid promotion:
Dazed Digital’s head of fashion Emma Hope Allwood will be finding out
the answers to these questions and more in a live webinar interview on
September 6. She’ll be speaking with trend forecaster and WGSN head of
colour Jane Boddy, as well as Coloro content editor Joanne Thomas.
They’ll discuss the five key colours for SS20 (yes, they’re already on
2020), why they’ve been chosen, and the importance of colour in
design.It’s all in association with Coloro, a new intelligent colour system
created to make working with colour easier (and less wasteful).Coloro (which is basically a giant bible of 3500 polyester colour
swatches) exists to help designers work faster and better when it
comes to colour. Using polyester, designers get to see their colour
choices IRL, meaning colour combinations are easier to work out.
Thanks to sister company WGSN, Coloro also provides analysis of shades
in terms of trends and target audiences. It is essentially an
intelligent system, logical and easy to use.I remember my wife saying admiringly that WGSN had gotten so big that they have their own in-house colour company in Coloro and don't need to use Pantone etc. any more.
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TBH this is bog standard trend forecasting stuff. My wife works in the field and their packages always include a set of Pantone codes that'll be on trend next year. Dazed have just bought a package or possibly have their own trend team and are making a big deal out of having this knowledge. Or was it the way they've called them 'millennial pink' and 'gen Z yellow' the thing you hate?