MOVE over milliennial pink, this year's trendiest colour has been revealed by Pantone, but it's not a million miles away from 2017's ubiquitous rose-toned hue.
Called Ultra Violet, it's a blue-based purple that "takes our awareness and potential to a higher level," according to Leatrice Eiseman, executive director of the Pantone Colour Institute.
"From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come," Eiseman believes.
We're not sure about all that jazz, but it sure is a pretty shade of purple, and one you can incorporate into your wardrobe with ease.
From bold block colour dresses to shoes that add a pop of purple, here are four stylish ways to wear Ultra Violet....
1. Dresses
For full-on Ultra Violet immersion, try a feminine frock in the punchy purple, teamed with black tights and ankle boots for a cool daytime look.
For special occasions, the hue works well with silver accessories, while a sequinned violet number is truly show-stopping - who doesn't want to dress like a purple Quality Street after all?
V by Very Stripe Sequin Dress, £65
Luisa Cerano Purple Fluid Crepe Dress, £345, Angela Beer
MW by Matthew Williamson Dress, £110, Debenhams
2. Knits
A slouchy oversized jumper is a simple way to work Ultra Violet into your off-duty wardrobe, teamed with pale Eighties style denim.
For work, add a mini kilt or leather skirt (this season's biker mini is ideal) and velvet boots for a chic texture clash.
Topshop Boutique Extreme Long Sleeve Knitted Jumper, £20 (was £60)
Luisa Cerano Purple Cashmere Blend Sweater, £295, Angela Beer
3. Activewear
Is your gym kit looking a bit tired? Perk up your workouts with some purple, and put Pantone's 'higher potential' proclamation to the test.
PrettyLittleThing Purple Long Sleeve Gym Top, £15
Lorna Jane Tranquility Core F/L Tight Leggings, £70 (were £84.99)
4. Shoes
If you're not ready to take the purple plunge completely, take some Ultra Violet heels for a spin instead.
Embellished sandals will give a LBD a new lease of life while metallic mules are just the ticket to take a trouser suit from office to evening.
Simply Be Emma Embellished Heels, £21 (were £35)
Topshop Juliette V-cut Purple Mules, £39
