Pink conceals extraordinary power based on its neutrality. It’s a colorless shade drawn from nature. In the ever-changing world of fashion, pink is being reworked as a genderless color. It’s a matter of marketing that, for years, pink has represented women, while blue has conveyed masculinity. The convention dates back to the Twenties, when a Time survey showed that pink was preferred by girls. In Louisa May Alcott’s Little Women, penned in 1868, pink ribbons indicated females according to French fashion: it was Marie Antoinette’s favorite color.

Those days are long gone and pink is ready for a revolution, freed from the gender bars in which it’s been caged for decades and geared up to become the top new shade for the Spring/Summer 2021 season. After all, pink is all about joie de vivre, and the Giotex collection is prepared to unleash all its power: the lightness of happiness.