The future's brighter - the future's fuchsia

THINK pink and chances are you'll conjure up those long since buried images of Jordan and her unforgettable wedding pictures. That pink gown with pink Swarovski crystals, a pink train more than seven yards long and a pink tiara. That pink Cinderella-style carriage with baby-pink seats and pink fur carpet. Pink champagne, pink platters . . . you get the picture.

Pink has for long been synonymous with all that is girlie, rather than stylish and fashionable. But it is time to banish all those sugar candy connotations of looking pretty in pink – and those Jordan nightmares – for this season, pink's cool cousin fuchsia is giving fashion an attention-grabbing, chic alternative.

Vivid pink was a major colour story at the spring/summer 08 catwalks. Burberry, Versace, Preen and Matthew Williamson all showcased the super-bright shade to great affect, waving goodbye to all that is sugar and spice. And celebrities including Sarah Jessica Parker, Helena Christensen, Victoria Beckham and Kate Bosworth have all been working the hot pink trend.

"This is a vibrant and fantastic colour," admits Edinburgh fashion expert Aimi Hautau, of Jenners. "It's a great look for summer and looks amazing with a tan."

Fiona Wellins, a Colour Me Beautiful consultant, agrees and adds: "This dramatic shade is the perfect alternative to red for a killer evening dress and will have the same knock-'em-dead effect."

Aimi continues: "Unlike last season, when it was the same block colour head to toe, you can mix and match your pinks for spring/summer 2008, which makes it a much more wearable colour to carry off with style.

"Every season has its wow colour and this season it's pink. This shade of pink won't suit everyone and it is good to find your alternative through a colour consultation. It makes a big difference."

If pink next to your face leaves you drained-looking, then flashes of colour are best on the lower part of your outfit. Alternatively, stick with a blue-based pink which works best on those with cool undertones in their skin. Brunettes can get away with a strong colour to complement their dark hair, while those with medium hair colour and lighter eyes should tone it down with a more cyclamen hue. And blondes should opt for a lighter, softer shade.

For drama, nothing beats a dress. Wallis, Warehouse, Linea at House of Fraser and Debenhams have some of the choicest dresses around, all under £100. And the dresses are available in an array of hues and silhouettes. Keep accessories to a minimum and let the statement colour do the talking.

Fuchsia is great for day wear too. From hot pink macs and vibrant edgy print tops to cute cardigans and pretty skirts, just one dazzling item can transform an entire ensemble in one quick fuchsia flash.

Per Una at Marks and Spencer, Evans, Matalan, French Connection, Jenners and Warehouse offer some of the best transitional clothing in this colour. But if donning pink doesn't appeal, dabble in the trend with your accessories.

A set of chunky bangles, silk chiffon scarf, oversized bag or even pair of pumps will allow you to pick up the pink look without going the whole hog.

Head to John Lewis, Jenners, Office, Matalan and Accessorize, who have some of the best hot pink accessories around.