Pantone launches new shade of red to end menstruation stigma

Campaign by colour matching company aims to emboldens people who menstruate to feel proud of who they are'

Pantone has unveiled a new shade of red inspired by the colour of women's periods, as part of a new campaign to end the stigma associated with menstruation.

The company, which has the biggest colour matching system in the world, relied on by the global design industry, from graphic design to fashion, product design to printing, said the new shade was an active and adventurous red hue" that it hoped would embolden people who menstruate to feel proud of who they are".