The colour experts at Pantone have named Ultra Violet as their official Colour of the Year 2018, describing it poetically as a "dramatically provocative and thoughtful purple shade" that "communicates originality, ingenuity, and visionary thinking" and "suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now".
They reference its links to creativity, individuality and artistic brilliance, and association with the likes of Prince, David Bowie and Jimi Hendrix, as well as its mystical or spiritual connections and use in mindfulness and meditation.
We just think it's a fabulous colour! It packs more of a punch than pink, and is definitely a unisex option if combined with black, grey or metallics. The deeper shades are forgiving of the inevitable mud and mess of everyday family life, and it's dramatic and different enough to express your personality without being ostentatious.
Convinced? We've put together a round-up of pushchairs and accessories in every shade of purple, from rich and regal to a juicier berry shade and a softer lilac...
The Britax B-READY, a single-to-tandem pushchair that gained a maximum five stars in our in-depth Pushchair Expert review, is available in this luxe Mineral Purple.
The always-fun and tough Out'n'About Nipper V4 and co-ordinating single carrycot comes in several bright jewel shades, including this vibrant Purple Punch.
If you like purple but don't want to make a big statement, the Hybrid Edge, Tandem and City strollers are available in this classy, muted Wild Orchid colourway.
Incredibly lightweight but still packed with features and suitable from birth, the Mee-go Feather is an ideal holiday stroller or pushchair to keep with grandparents, and comes in this cheerful purple version to brighten everyone's mood.
Want to add a splash of this year's colour to your existing buggy? The Obaby Universal Newborn Liner (above left) can be attached to any five-point safety harness on a from-birth pushchair to keep your little one super-cosy with extra support, comfort, and easy adjustable access. When the weather's not so cold, the phil&teds Dash Reversible Liner (above right) is designed to be compatible with the phil&teds Dash, Dot, Navigator, Vibe, Verve and Sport but has a universal harness fit that will work with most strollers. It offers a plush layer for an uber-comfy ride that is also hand-washable and protects the main seat from spills.