The iconic company has described the purple hue as “a dramatically provocative and thoughtful shade” that "communicates originality, ingenuity and visionary thinking that points us to the future".
The shade was declared one of the official colours of the National Women’s Party in 1913 and has been featured prominently in parades, plays, and campaigns ever since, so it's also said to reflect the current reckoning for women's rights occurring around the world.
Plus there's a wellness side to their selection. Pantone has described the hue as having mystical and spiritual qualities attached to it.
"The colour is often associated with mindfulness practices, which offer a higher ground to those seeking refuge from today’s over-stimulated world. The use of purple-toned lighting in meditation spaces and other gathering places energises the communities that gather there and inspire connection."