A major purchasing factor, color is the first interaction between customer and product. Choosing the right shade involves a thorough analysis of societal trends, as well as advanced technical knowledge. As bodywear is increasingly becoming a major segment of the lingerie ecosystem, its relationship to color is all the more subtle that it operates at the intersection of intimacy and well-being.

A reflection of socio-cultural trends

“Color never comes alone, says Maï N’Guyen, Creative Director at trend office Peclers Paris. Behind it lays a whole language, a whole universe that reflects society’s desires and preoccupations.” Every 6 months, the office’s specialists identify 46 key shades that synthesize an in-depth investigation at the crossroads of sociology, semiology and anthropology. “The meaning behind these colors is very important. For example, depending on its shade, brown will convey an idea of nature of sweetness.” Developed by expert colorists, seasonal color books contribute to defining new aesthetic horizons for creative industries, from fashion to design and architecture.

For Anouk Etienne, Color Director at Décathlon, this type of expertise is crucial to define creative directions for the collections. They inspire her to enrich the brand’s annual color range, composed of 310 shades regularly updated and sharpened according to the specific needs of each sport, and the wide societal trends they reflect. When it comes to bodywear, it’s all about the balance between well-being, health and sensuality. “Combining fabric, color and sensoriality is crucial on this segment, she says, as it is related to intimacy, to a search for meaning and emotion, that must be precisely transcribed.”

A cross-disciplinary expertise

In order to answer these needs, defining colors also implies a fine declination process. Décathlon adopts a made-to-measure approach, with a meticulously tailored range for each market. “We work with polyester but also with polyamide and cotton, says Color Expert Cyrielle Colaye. Our role is to make sure the dyes match the colorama, through technical adjustments in tune with the different fabrics.” As wellness is transforming our perception of products and color, towards more softness, pastels and harmony, sports garments and accessories must also resonate with a curated and comfortable indoors environment, in which they become decorative elements.

A skin tone issue

The link between color and geography is also becoming increasingly tight. While their symbolism has always differed from one part of the world to the other, this factor gains importance at a time when the boundaries between beauty and well-being are increasingly blending. “Bodywear has a more intricate link with carnation than it has with fashion, says Maï N’Guyen. Hence the different shades of nudes on lingerie ranges, modelled on those of powders and foundations.” Demands and sensibilities differ from one continent and culture to the other, as our relationship with intimacy and cosmetics evolves. These new horizons are taking our sense of color even further, towards new challenges to bring it ever closer to the self.