Diverse Portraits from Pantone Redefine the Colour Nude

Pantone LLC, the global colour authority and provider of professional colour language standards and digital solutions for the design community, and Finnish agency hasan & partners have launched a new campaign called 'This is nude' to redefine the colour Nude in their PANTONE FASHION, HOME + INTERIORS colour palette and mark the 10th anniversary of their Pantone SkinToneTMGuide. Pantone collaborated with hasan & partners to create a collection of imagery that aims to empower people all over the world by sharing the wide variety of what nude truly means.

What do you picture when you think of the colour nude? From beauty, culture to fashion and beyond, nude has long been associated and defined as a pale neutral colour from pink to beige. Yet, nude is different for everyone and is something very personal. Each day new skin tones are born, creating an endless nude colour palette. Pantone has long focused on creating products and tools that help the creative community realise their designs in the intended colour and ensuring accuracy in skin tone colour has always been a core part of that mission.

The campaign, 'This is nude' created by hasan & partners, features portraits of six diverse, beautiful people, each confident in their own skin. The imagery was highlighted as part of the launch of the special edition Pantone SkinToneTM Guide, which has been expanded to include a total of 138 diverse shades of nude. Additionally, the campaign has been published in the leading trend publication ​VIEWPOINT COLOUR Magazine, and on Pantone.com.

As part of the campaign, Pantone also looked back into their own archives ensuring that their colour names were consistent with the expanded vision of the term nude by replacing the colour name for PANTONE 12-0911 from Nude to Peach Taffy.

“The living language of colour is continually evolving. As a leader in the business of colour, we at Pantone actively embrace inclusivity in the colour world. We collaborated with hasan & partners in this campaign to help redefine the perception of the word nude”, explains Laurie Pressman, vice-president, Pantone Color Institute.

“Updating our colour names, expanding the colour palette in our Pantone SkinToneTMGuide and developing Pantone SkinTone Validated software that can faithfully reproduce skin tone colour in a print and digital environment are just some of the steps we have taken to highlight the recognition that the colour nude is different for everyone”, Laurie continues.

“Our goal with this campaign is to empower and enlighten each other with the true meaning of the word nude – a colour of, for example, a piece of clothing that resembles that of the wearer’s skin. The creative process of showcasing the beauty of all nudes has been a rewarding experience and we hope this firmly expands the meaning of the word to include everyone in the world”, says Laura Tohtua, creative director at hasan & partners.

To view the latest imagery please visit the campaign website.