Sherwin-Williams launches The Loneliest Colour paint campaign

US – For the last 14 years, Sherwin-Williams has celebrated a Colour of the Year. In 2024, the paint brand is taking a different tack, launching The Loneliest Colour campaign instead.

Kingdom Gold SW 6698 is a luminous golden-yellow colour with green undertones and high saturation. It is also the brand’s least popular and therefore ‘loneliest’ colour.

Sherwin-Williams has teamed up with fashion icon and author Dapper Dan on the campaign, a design visionary who reflects the project’s core values through his dedication to individuality, personality and creativity.

The project will be brought to life through eight one-of-a-kind pieces of wearable art in the Kingdom Gold colour. They will be auctioned on eBay, with the proceeds donated to Habitat for Humanity and affiliate organisations in Dapper Dan's hometown of Harlem.

From Ikea’s Life is not a Catalogue campaign to Sherwin-Williams’ Loneliest Colour, it seems the interior design sector is taking a page out of beauty’s book and leaning into Anti-aspirational Aesthetics.