Recently, Pantone has launched a new colour of the year, aimed at destigmatising the menstrual cycle. The colour introduced is called 'Period', an "energizing and dynamic red shade that encourages period positivity," according to a press release, has been launched as part of the 'Seen+Heard' campaign, an initiative by Swedish feminine care brand, Intimina.

The vivid and period-positive colour is meant increase Period Positivity, making women feel comfortable and confident within themselves, as well as encouraging others to be more accepting and 'normalised' to the idea, which emboldens the message sent out that periods are neither 'unclean' nor an inconvenience, but something to inspire pride and accept wholly.

According to an email released by VP of Pantone Color Insitute, Laurie Pressman, 'An active and adventurous red hue, courageous Period emboldens those who menstruate to feel proud of who they are -- to own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone, regardless of gender, to feel comfortable to talk spontaneously and openly about this pure and natural bodily function,'

Menstruation remains a 'hush topic' and taboo in many societies, including our own in Pakistan. The lack of conversation about it perhaps encourages the hostile behaviour towards it and women who are menstruating. Buying maxi-pads and tampons in paper bags from the store is only an example of how unwilling the society is to accept menstruation for the natural gift it is. By claiming it as a Pantone Color, the concept of accepting and being proud of this natural miracle and phenomenon is presented into the world, moving towards 'normalising' it.

Pantone is famous for introducing its 'Color of the Year', currently classic blue, but it is also known for releasing colours depending on social issues and spreading awareness about such issues. In May, the Insitute released Pippi Longstocking Orange as part of Save the Children's "Girls on the Move" initiative. Then, following the choice of Living Coral as 2019's 'Color of the Year', Pantone partnered with the Ocean Agency and Adobe to release Glowing Blue, Glowing Yellow and Glowing Purple indicating shades related to the warming oceans.

According to Laurie Pressman, "Color is one of the most powerful modes of expression we can use to engage attention and get our voices heard,"