In recent years, pink has become a fashionable color. In August 2016, fashion journalist Véronique Hyland wrote an article in New York Magazine where she noted that a wave of pink was gradually invading the world of fashion and design. It is she who first associates this hue of pink with the generation of millennials, born between 1980 and 2000 and particularly sensitive to fashion. Pink but not really, since the millennial pink covers a wide range of pale pink, pinkish beige or salmon. Pantone makes this pink the emblem of a “genderless” young generation by electing the “Rose Quartz” color of the year 2016 alongside blue “Serenity”. Then, fashion brands — haute couture or ready-to-wear —, seize the millennial pink to make it a feminist claim and thus reach a young audience more and more aware of feminist theories, and engaged in the fight for equality between women and men and against patriarchy. By associating their image with this color, the brands get a feminist image that appeals to their Millennials clientele, while providing them with buzz communication, especially when they are men dressed in pink (Versace, H&M, Louis Vuitton, etc.). But if the millennial pink has become a real fashion trend, it's also because millennial stars, very active on social networks like Instagram, also play with this trend, and drain around them an avalanche of media that take their membership in the millennial pink fashion. The brands benefit from this notoriety by forming collaborations with recognized feminist figures, such as the collaboration of Puma with Rhianna in 2016 (Puma x Fenty) or that of Adidas with the model and artist bodypositivist Instagram Arvida Byrström in 2017 (Adidas Original Super star).