AkzoNobel has released its annual color trends forecast, ColourFutures, for 2017, revealing the shade of the year to be Denim Drift. The company selected Ho Chi Minh for its ColourFutures launch for the first time, timing the event to coincide with the prestigious Elle Fashion show, with two Vietnamese designers Dieu Anh and Giao Linh basing their collections on the palette.  

Working with a group of international architects, trend spotters and interior designers, the company’s conducts extensive research to define the style and shade that will best represent life in 2017. Having settled on Denim Drift, AkzoNobel has also developed a complementary palette featuring a spectrum of blues and tones.

“We understand how essential color is to everyday life,” explained Heleen van Gent, Head of AkzoNobel’s Global Aesthetics Center. “As well as being practical, paint and color can have such a transforming and uplifting effect on people and the places they spend their time, whether at home, work or leisure.”  

The specialty chemicals giant’s predictions mirror trends we’ve seen in the cosmetics industry in the last year, with denim hair dominating Instagram feeds.