Pantone’s Newest Color Is an Ode to Menstruation

The custom red shade was created for Swedish wellness brand Intimina

Pantone's latest shade of red seeks to promote period positivity. Pantone

Back in December, when the world was still relatively “normal” and Covid-19 wasn’t even on the radar, the Pantone Institute of Color predicted that Classic Blue, described as a “timeless and enduring hue, elegant in its simplicity” would be omnipresent at the turn of the decade due to the “desire for a dependable and stable foundation from which to build as we cross the threshold into a new era.”

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@monicroqueta Mónica is a breaking news reporter at Adweek.