How do we choose the colors for this collection?

Hi girls, welcome to a new post. I’m taking a quick break before diving into the topic I want to talk to you about today because I have to tell you that I’m loving getting back into the blog rhythm and writing for you all again. I feel like it was something that connected me a lot before I had my Instagram account, and it even feels vintage at this point, haha.

Today I want to tell you how we chose the colors for this collection. Something we were clear about from the very first moment is that, beyond the colors we were going to choose, we wanted the entire collection to have great chromatic coherence. Not only so that the colors wouldn't "clash" with each other, but so that they all pair well together, and (surprise) also with Drop 2. As an obvious consumer of many clothing brands, there is something I value a lot, and that is when a collection makes sense and when a brand makes things easy for you when it comes to styling your outfits; that’s why this was one of our priorities when developing the collection.

The process works like this: The first step is that, together with the creative team, we propose about 6 or 7 colors that could potentially be part of the collection, based on trends and inspiration we gather from fashion weeks, street style, and many other things that inspire us. From there, we start letting go of some of them until the collection or this first drop is narrowed down to 4: brown, red, butter, and white. Once we have the main colors of the collection/drop defined, we move on to determine exactly which Pantone shade we choose for each color, and believe me when I say this is madness... You can never imagine how many shades of brown, red, or butter can exist, SOS. It’s crazy, but it’s fun and also one of the most important parts of the process because this is really going to determine practically EVERYTHING: the campaign, the combinations, the photos, the production, whether you like it or not... the pressure is real, and although the process is super fun, we can only hope that our decisions are the right ones.



For this first drop, we chose an intense red that we are all in love with... it’s not only a vibrant color, but it looks incredible on both brunettes and blondes, and on all skin tones. As for the butter, this one was a bit trickier because it’s generally a more complicated color, but we were clear that we wanted this color in the collection because, girls, not only is it on-trend, it is EVERYTHING. Butter is not only part of this collection, but also our packaging, our website... so many things. We love it. And finally, brown—a safe color, a refuge that we know will be the choice of our simpler Aurei girls or those who like to play it safe. This brown is special; it’s warm but flat. What they all have in common is that we love them and that they are colors that flatter every type of woman. We want you to feel beautiful in our pieces, and that is why we place so much emphasis on this part of the process.

We hope you love the colors of the first Aurei drop and all those that will be released in the future. I am looking forward to knowing which one is your favorite and which one makes you feel most flattered.

Alex.