“Bright reds — scarlet, pillar-box red, crimson or cherry — … There is certainly a red for everyone”
Christian Dior
Red is Primary
It is the first color human infants perceive (after the non-colors black and white).
Red is one of three primary colors – the other two are yellow and blue.
Red is the first color word in many languages and is sometimes used as a stand-in word for color in general.
Red is the first color used by prehistoric peoples across continents and millennia. In Spain, France, S. Africa, Egypt and China, red is found in cave paintings and sprinkled over burial garments. Mined from the earth, early reds ranged from pinks to cayenne. But it was red that humans lusted to obtain for clothing, art and cosmetics. It became the color that founded wealthy civilizations.
When the Spanish Conquistadors invaded the Incan and Aztec worlds searching for gold and silver, they found it in the form of the color red, derived from an insect so tiny it was thought to be a seed. The blood of the cochineal beetle, a parasite on prickly pear cacti, produced a brillant red. The Spanish guarded the source of this red dye for centuries enriching the government coffers and creating jealousy and resentment among the European countries. When the secret was finally revealed, many were stunned to discover that it was the blood of millions of insects that dyed their clothing, carpets, and cosmetics (it takes 70,000 pregnant beetles to produce one pound of red dye). By the 1850’s -1870’s synthetic and aniline dyes were being developed, replacing cochineal blood as a dye. But cochineal’s blood is still used today to color M&M candies, cherry cokes, red velvet cupcakes, lipstick, blush and eyeshadows. In foods, it is listed as ingredient E120 and in cosmetics it is called carmine.
Red is Primal
Red is dualistic in its representation of primal emotions. It signifies different and opposing cultural meanings. Red is the color of lust and sex but also of romance and love. Sin and the devil are represented by red but so is the passion of Christ and the status of Catholic cardinals. Red represents the power of the state but is adopted by disempowered revolutionaries. A reddened face can indicate anger or an embarrassed blush. In China and India, red is a color used in celebrations to express joy; in the West, red can express aggression.
Red is Fashion and Style
Fashion designers understand the power of red to stand out, to make a style statement. It has been used in all its iterations as a signature style.
Elsa Schiaparelli tinted red with white to produce red’s half-sibling pink. Her audacious creations stood in stark contrast to her rival, Coco Chanel, and she used her “bright, impossible, impudent” hue of dark pink as her “shocking” signature — a far cry from Chanel’s “little black dress.”
Christobal Balenciaga shaded red with black to produce a deep Cordoba red for upholstery and used bright red in his couture evening gowns, a bold statement of confidence in his own style and of and for the women who wore his designs.
Valentino Garavani took red even further. He used it in his first solo show in 1959 and every year thereafter. His prolific use of the color has earned it the name of Valentino Red and it is an official Pantone color. A book detailing the over 550 red hues in his couture line is titled COLOR: Rosso Valentino
Perhaps inspired by the red high-heeled shoes worn by Louis XIV, the licensed trademark for shoe designer, Louboutin, is shiny red lacquered soles!
As First Lady, Nancy Reagan made red her signature color and to this day we refer to “Nancy Reagan” red.
Happily, one need not be a designer or First Lady to benefit from the power of red. Across the spectrum of the red family, from pale pink to deep, rich burgundy, there is, indeed “a red for everyone.” Whether red is used as an accessory to add a small spark of red or it is worn as a major article of clothing, red imparts and communicates confidence, energy, interest. Red is not neutral. Red has impact. Red draws attention and strengthens your Purely Personal style statement.
Tips for wearing red:
CHOOSE THE RIGHT SHADE: From bright red to deep burgundy, red has many shades. Consider your skin tone. Cool undertones do well with blue based reds, while warm undertones often look best in orange based reds.
BALANCE WITH NEUTRALS: Red is a statement color so pair it with neutrals such as beiges, grays or white or black. These last two create strong impact.
ACCESSORIZE WITH CARE: Select accessories that do not compete with red. Gold or silver can lend an elegant feel. Denim or leather give a more casual vibe.
CONSIDER THE OCCASION: Red projects confidence and power — a good choice for public speaking or business settings. When combined with luxurious fabrics like velvet or silk, red is a standout for formal events.
BE CONFIDENT WHEN WEARING: Red can give you an extra boost of confidence but you must embrace its bold standout statement. Red draws attention, you must be prepared for it’s impact
