SS27 Color Trend: Visual ASMR and harmonious pastels shown at Bottega Veneta, Dior and more

ASMR (Autonomous Sensory Meridian Response) is most often associated with relaxing sounds, such as gentle tapping and whispering, or pleasurable forms of touch, such as hair brushing or scalp massage. These sensory triggers can create a calming, almost tingling response in the brain. But ASMR can also have a visual dimension. Certain color combinations — particularly soft tonal shifts, harmonious palettes and repetition — can create a similar sense of visual satisfaction and sensory calm. Rather than being purely about individual colors, it is the relationship between them that can produce this soothing effect.

For SS27, many designers worked with muted colors that felt visually soft without necessarily being pale: dusty pinks, pale yellow, powder blue, cream and lavender were often combined within the same look rather than presented as isolated shades. When these palettes were translated into fluffy surfaces, sheer layers, tulle, brushed textures, lace, lightweight tailoring and translucent fabrics, the effect became almost tactile. The clothes appeared so soft and inviting that the eye itself seemed to want to touch them.

Blumarine SS27 by David Koma

A pale yellow and pastel purple long-sleeved raglan baby tee featuring the Blumarine logo and the wording, ‘Since Forever.’ with a floor-length maxi skirt in a powder-lilac hue constructed from heavily layered ruffles of tulle.

Bottega Veneta SS27 by Louise Trotter

An asymmetric draped pink satin top featuring an integrated long panel wrapped around the neck, styled over a blue and white striped shirt with high-waisted, pleated pants in a soft butter yellow. The waist was cinched with a thin, dual-ring woven brown leather cord belt.

Christian Dior SS27 by Jonathan Anderson

A pastel yellow cable-knit A-line mini dress paired with a matching cardigan embroidered with pearls. Accessories included a cascading pink fabric-petal statement earring, a beige ostrich leather satchel and sage-green sandals.

Diesel SS27 by Glenn Martens

A faded pastel butter yellow and pale powder blue draped, multi-layered crop top with printed graphics, paired with a trompe l'oeil denim-print midi skirt that simulated the appearance of traditional blue jeans on fluid fabric. The styling was completed with vertically striped blue, green and white hose and pointed-toe burgundy pumps.

Genny SS27 by Sara Cavazza Facchini

A warm tan brown suede shirt-jacket with a soft, relaxed drape and a pale yellow, low-cut silk chiffon romper with a high-low hem and a flowing train. Accessories included a single duster earring, a yellow rope belt and embellished flat butter yellow lattice mules.

Moschino SS27 by Loris Messina and Simone Rizzo

A pastel peach-pink mock-neck cropped shirt with an elastic waistline and an exaggerated, baby pink puffball bubble skirt featuring structured gathering and built-in draped hip-pockets. The look was styled with neon red sporty sunglasses and cream-colored strappy sandals.

Ulla Johnson SS27

A soft butter yellow trench coat layered over a lilac button-down shirt and a mint green knit peplum top detailed with delicate beading. The outfit was styled with a textured taupe mini skirt and woven pointed-toe mules.

Dries Van Noten SS27 by Julian Klausner

An oversized, single-breasted blazer in a pale mint tint, with a subtle turquoise stenciled star motif, over a yellow and grey striped polo and a lavender tee featuring a graphic star outline, with a tiered chartreuse and yellow sheer midi skirt. Accessories included a blue and orange leather belt and pink pumps.

Nicky Zimmermann SS27

A watercolor-inspired, multi-tonal pastel chiffon draped mini dress with inspiration from the butterfly exhibits at the Australian Museum, which translated into the wingspan-like draped panels and soft, shifting gradients seen throughout the garment. Sage green ankle strap sandals finished the look.