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It’s a trend many have wished were on its way out, but alas, it seems the infamous “millennial pink” is here to stay. The dusty hue has made appearances all over the design scene, from social media and printed materials, to clothing and furniture. And it’s not surprising why— this hue of pink has long been thought to have a relaxing effect, and today it represents a genderless, androgynous neutral, breaking stereotypes of pink as an exclusively feminine tone.

While it’s true that the color pink may have been historically associated with all that is feminine, today, young millennials wear pink precisely to free it from labels and stereotypes, positioning it as a “neutral” color, an attitude typical of a generation that refuses to be defined by gender.

This rosy color, which mixes muted salmon and grapefruit tones, conveys a sense of calm, and is associated with words such as "youthful" and "accessible," explaining why so many modern companies are attracted to it.

This calming effect makes the color easily adaptable to the world of interiors, contributing to friendly and welcoming environments. And according to the Wall Street Journal, a global obsession with Scandinavian style is to blame for the popularity of dusty pastels imbued with the muting touch of gray.

The millennial generation’s “It” color first came on the design scene in 2014, when Wes Anderson released “The Grand Budapest Hotel.” A few months later, London restaurant The Gallery at Sketch opened with India Mahdavi’s famous pink interior, now known as the most Instagrammed restaurant in the British capital. Two years later, Pantone announced Rose Quartz 13-520, a sugary pastel shade, as its 2016 Color of the Year. Finally, the term “millennial pink” was coined around the same time.

To follow are some brands that have followed suit and created a branding concept around millennial pink, plus we’ve taken a look at how the tone has shaped the work of young designers in Latin America.

1. Monta chair by Artur de Menezes 2. Welcome Back by Sofia Alvarado 3. Caribe Table by Tu Taller Design 4. Double Arch Vase by Ana Buitrago 5. Ambra pendant by Studio davidpompa 6. Colima low chair by Comité De Proyectos 7. La Muralla Roja by Ricardo Bofill 8. Apolonia Rug “El Día” by Agnes Studio 9. Interior for James Street by Six N. Five