Colour analysis, a trend popularised in the 1980s by Carole Jackson's book 'Color Me Beautiful', is experiencing a revival on TikTok, with hundreds of thousands of videos showing users discovering their seasonal palette. Based on Bauhaus painter Johannes Itten's work, the theory categorises individuals into Spring, Summer, Autumn or Winter based on their hair, eye colour and skin tone.
Fashion designer-turned stylist Louise Duncum, based in east London, has observed a surge in interest, particularly among younger people. 'About six months ago, there was a flurry of young people who were just out of university and they were wanting to find out their colour season,' she said. 'There's been an explosion of colour analysis on TikTok and I think young people are excited about colour theory.'
Duncum attributes the trend's popularity to the cost of living crisis and rising clothing prices. 'When you've got less money in your pocket, you want to feel confident in your buying decisions,' she explained. 'Colour analysis gives you that confidence that what you're buying makes you look your absolute best.' Environmental concerns about fast fashion are also driving Gen Z towards more sustainable choices.
Research from Mintel found that the youngest Gen Zs, born between 1997 and 2010, are spending significantly less on clothes, with a quarter buying fewer items in 2025 compared to the previous year. The same demographic is driving a rise in preloved fashion, with platforms like Vinted and charity shops reporting increased sales.
Duncum believes colour analysis helps shoppers avoid disappointing purchases. 'People buy something because they see it on someone else and it looks amazing. Then when they try it on, they feel deflated. Knowing your colour season gives you the tools to shop with confidence,' she said.
