Millennial squad: the political color of the new generation

On May 30, the British designer A Sai Ta announced that she would reproduce the extremely rare Hot Wok Riri dress (in patchwork style in the unmistakable fuchsia pink originally custom-made for Rihanna) and that she would donate the profits, dividing them equally between Black Lives Matter , Solace Women’s Aid and The Voice of Domestic Workers. This is the dress that Rihanna has instagrammato during his vacation last October, and that has quickly made the web crazy, and the bomb news of his return is much more than a trend. Rather, it is a leader who is making history.

Together with Brother Vellies, the founder Aurora James and Kerby Jean-Raymond of Pyer Moss, A Sai Ta is part of the new generation of talents who work tirelessly to make fashion more tolerant. The dress Hot Wok Riri it is made on demand (eliminating any waste) at a flexible price, giving buyers the opportunity to incentivize their beneficial contribution with an initial price of £ 300.

The fact that it is in a captivating fuchsia color posted on all social networks is also very important. Ta’s ‘Call to Action Clothing’ is part of a new social movement that converts the hypebeast in hopebeast through politicized purchases, which through word of mouth are becoming the uniforms of generation Y.1. In an era of disturbing shadow ban and relentless news, nothing captures and keeps attention like bright pink (and the highly envied recycling guru of Depop Fancy Thrift knows this well).

In the past month, ‘shocking pink’ has proven to be an essential means of drawing attention to issues we can no longer turn our back on, in particular the fight against all discrimination – just look at the magenta font used on anti-racist documents that are traveling around the world through Google Docs, and the look of Sinéad O’Dwyer worn by model Neema Kayitesi in the highly successful UK QTIBIPOC fundraising promo organized by Miss Jason.

Neema Kayitesi wears a Sinéad O’Dwyer look

© Zoë Matilda Management. Courtesy of @neemakayitesi

This strong shade is the perfect antidote to the sorbet pink of millennials (eg Pantone Rose Quartz), very successful in 2016 and exploited to the best by companies and influencers through very attractive social images. The millennial rose had a great rise for a purely economic reason, managing to influence above all young people (a classic Google search led to all capitalized articles entitled: “HOW TO USE THE PINK MILLENNIAL TO GROW YOUR BUSINESS”, subtitle: “The color that is providing purchasing power to millennials “), while political pink is the color of a youth movement that expresses, loud and clear, when it is too much is too much.

To date, the petition to honor the black activist Marsha P Johnson with a statue instead of the one commemorating Christopher Columbus in New Jersey is rapidly reaching 80,000 signatures following a viral campaign. Johnson dedicated her life to the LGBTQ + community, supporting those whom society often tried to tear to pieces, playing a pivotal role in the 1969 Stonewall uprising. Her tragic death in 1992, a suspected murder later decreed as suicide , attracted a lot of attention following the release of the 2017 Netflix documentary, The Death and Life of Marsha P Johnson. Here is a photo of the film – showing the activist wearing a floral wreath and a bright fuchsia dress – shared widely on social media. In 2020, that cheerful pink not only serves to remind us of the importance of being seen, but it is a powerful call to demonstrate against repression and to make vital donations to organizations such as The Marsha P Johnson Institute, Black Visions Collective and The Okra Projects that continue to support the spirit of his work.

Johnson did not stand still. He has transformed several lives, fighting against injustice. Almost thirty years later, fashion is on the same course. “My life in the fashion industry is devoted to protesting injustice and inequality, and to give voice to what is not correct, but is unjustly condoned,” Ta told a Tips Clear UK. “I don’t just want to talk about what I want to do, my words are supported by facts.”

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