"A group of young women are about to try colour analysis for the first time. One says she suspects she's not supposed to wear gold, and then holds up both hands swathed in gold rings and bracelets. The video cuts to the same woman with a strip of gold fabric laid across her chest. A sad trumpet sound plays before the strip is whipped off and replaced with a silver one."
"Some videos are more explicit, annotating photos of celebrities dressing against their palette with red crosses, or stating that Wrong colours don't whisper they SCREAM, as if by wearing a certain green you're subjecting yourself or others to a form of torture. This doctrinal tone doesn't just extend to what colours women should allow in their wardrobe. Social media platforms are full of messaging about the right hairstyle, neckline or skirt length."
Colour analysis prescribes flattering shades based on skin tone and experienced a revival on TikTok from 2024 onward. Videos often dramatize right and wrong choices, portraying corrections as transformational and mistakes as failures. One clip shows a woman swathed in gold jewelry, a gold fabric strip replaced by silver with a mournful trumpet and an analyst's pleased 'Way better here,' while the subject appears unhappy. Social-media content enforces fixed rules about hairstyles, necklines, skirt lengths and even how to sit or eat a forkful of rice. Imperative language increases engagement by pushing prescriptive behaviors.
Read at www.theguardian.com
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