Colour Analysis Micro Guide

Soft
Summer

Soft · Cool · Muted

Summer fading gracefully. Cool undertones, gentle contrast, the elegance of things that do not try too hard.

Hue

CoolWarm

Value

LightDeep

Chroma

SoftClear

Characteristics

Primary: Softness

Secondary: Coolness

Sits between Cool Summer and Soft Autumn.

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Colours to Inspire You

The Language of Colour

Colour Psychology

Blue

Calm · Trust

Muted teal and soft slate blue. Cool, quiet, and grounded. Your blues should always lean toward teal rather than vivid blue.

Wear to: Every occasion. The most flattering starting point for your palette.

Mauve

Softness · Ease

Cool dusty mauve. Neither pink nor purple, it sits in the quiet space between. Effortless for Soft Summer and often more flattering than either.

Wear to: Professional, social, everyday. One of your most naturally harmonious tones.

Purple

Opulence · Vision

Dusty lavender, soft plum, and muted violet. Purple carries a natural sense of ceremony and occasion. For Soft Summer it arrives without force -- quietly opulent, complete in itself. The colour of rites of passage: weddings, graduations, commemorations, and every moment that deserves to be marked.

Wear to: Weddings, galas, graduations, milestone events, and anywhere presence matters.

Green

Balance · Calm

Sage green, dusty teal, and muted blue-green. Cool, soft, and grounded without warmth.

Wear to: Everyday dressing, layering, professional settings.

Grey

Refinement · Ease

Cool medium grey and soft blue-grey are your most powerful neutrals. Muted and endlessly wearable.

Wear to: Everywhere. Grey is the Soft Summer neutral that never fails.

Almond

Quietude · Refinement

A soft grey-beige with no warmth or coolness competing for dominance. Almond sits in a quiet middle that works effortlessly for Soft Summer -- versatile enough for professional life, refined enough for occasion.

Wear to: Office, travel, smart casual, layering. A reliable foundation tone for your palette.

Brown Taupe

Groundedness · Warmth

A muted brown-taupe with a cool undertone. The warmth is gentle and anchoring, never orange. Your most sophisticated and grounding neutral.

Wear to: Everywhere. The unexpected neutral that grounds your cool-soft palette beautifully.

Scroll to explore all seven colours

Start Here

Fabric Wallet Book

Your colour palette in fabric. 48 swatches in the exact colours that work in harmony with your natural colouring. Carry it to every store, appointment, and shopping decision. The first and most practical tool in building an intentional wardrobe.

12 Season

48 swatches · Women & Men

$240

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12 Season Men's Set

12 Season paired with 4 Season menswear book

$390

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Save $25 on your wallet book — online and in store SAVE25

Your Path

How W10 Supports
Your Journey

Your season is the beginning. Below is everything W10 offers to build your wardrobe, refine your style, and live in colour.

01 · Full Analysis

Colour Analysis

Full 12 Season $445 · Mini $345 · 4 Season $325 · Men's $595. Includes wallet book, digital overview & complimentary makeup consult.

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02 · Made For You

Custom Couture

Garments built for your body, in your colours. Natural fabrics, 2 year guarantee, made in Canada.

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03 · The Full Build

Wardrobe Consulting

Colour analysis, wardrobe audit, and personal shopping, available individually. Full wardrobe consulting packages available.

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04 · Occasion

Weddings &
Occasion

Colour analysis parties · Wedding dress for mother of the bride · Mother of the groom · Destination weddings · Wedding dress alterations

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05 · Colours Cosmetics

Makeup & Accessories

Cool rose blush, icy highlight, cool berry or ruby lip, slate or cobalt liner. Silver and white gold jewellery.

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06 · For Him

Men's Services

Colour analysis, wardrobe audit, and personal shopping, available individually. Full wardrobe consulting packages available.

Men's Services →

07 · What You Own

Wardrobe Audit

We assess what you own, identify what works, what does not, and what is missing. A clear and honest assessment that gives your wardrobe direction without starting over.

Book an Audit →

08 · Sourced For You

Personal Shopping

We source clothing and accessories that work within your palette, your lifestyle, and your wardrobe gaps. You do not have to do the searching; we do it for you.

For Women → For Men →

A complimentary one-hour in-store wardrobe consult is available with no obligation. 50 Bloor Street West, Unit C07, Holt Renfrew Centre, Yorkville, Toronto · 416-962-1224.

Book Complimentary Consult →

Five Principles

Wardrobe Building

01Lifestyle

Clothing is a daily tool. Your lifestyle is your way of being; how you actually live, move, work, rest, and show up in the world. Your wardrobe should account for your real routines, your environment, the demands of your body and your days. When it does, the friction disappears. Getting dressed becomes a decision made once, not negotiated every morning.

02Colour

Colour is one of the most powerful tools in a wardrobe. It is about creating harmony with your natural features; going a step further than just matching the colours in your outfit, by asking how do those colours, those shades, harmonise with me? Through identifying your natural colour characteristics; skin undertone, eye colour, hair colour, and how your overall colour profile comes together; building your wardrobe becomes a unique and intentional exploration of your colour palette that results in ease and alignment for everyday decisions.

03Quality

Quality is not price; it is construction, fibre content, and longevity. Natural fibres, wool, cotton, silk, linen, breathe, drape, and age with integrity. They hold colour differently. A wardrobe built on quality is built slowly and with intention; one that does not create excess but compounds over time. Like the way of nature, from seed to sprout to leaf to flower, a considered wardrobe follows its own sequence. Each piece builds on the last. Style deepens rather than accumulates.

04Fit

Nothing works without fit. A beautifully coloured, well-made garment in the wrong fit communicates the opposite of what it should. Fit is not just about tailoring; it is about proportion relative to your body. Where a hem falls, how a shoulder sits, how much ease a trouser has. These are decisions that either work for your body or against it. At W10, every piece is made to your measurements, not a size on a label.

05Meaning

A wardrobe without meaning is just storage. The pieces that last, that you reach for again and again, always carry something beyond fabric and construction. They mark a season of your life, reflect who you are becoming, or simply make you feel exactly like yourself. When you dress with intention, clothing becomes a form of self-knowledge; quiet, consistent, and entirely your own.

The Wardrobe Building Series

The Conversation
Continues.

Follow us on socials for exploration on seasonal colour, natural fabrics, custom couture, updates, and the deeper language of style.

Before You Shop

5 Questions to Ask

01Does my wardrobe serve the life I am actually living and creating?
02Are the colours I am wearing working with me or quietly against me?
03Am I investing in pieces that allow my style to deepen, or ones that accumulate?
04Are my clothes working with my proportions, or am I working around them?
05Does it make me feel like me? And do I know who “me” is?

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Corporate Clients

Common Questions

Frequently Asked
Questions

What is a colour analysis and what does it include?

A colour analysis identifies your natural colour characteristics — skin undertone, eye colour, hair colour, contrast, and overall presence — and matches you to the seasonal palette that is most harmonious with your natural colouring. Every consultation includes your fabric wallet book, a digital overview, and a complimentary 30-minute makeup session using our Colours Cosmetics line. The Full 12 Season analysis is $445. The 4 Season analysis is $325. Men’s analysis is $595 and includes suiting, shirting, and pattern guidance.

I received my colour analysis. What should I do first?

Order your fabric wallet book first. Carry it when you shop and use it to evaluate every piece against your palette. Then book a mini consult if you want specific direction on how to apply your season to the wardrobe you already own. The wallet book is the most practical tool you can have — it makes every shopping decision faster and more confident.

What does a wardrobe consulting package include?

All packages include a full colour analysis and fabric wallet book. The consulting itself covers a wardrobe audit, gap identification, personal shopping, and a seasonal colour plan built around your life. The Starter package is 10 hours at $3,000 +tax. The Complete package is 15 hours at $4,000 +tax. A two-consultant Complete Duo is available at $5,250 +tax. Individual services including wardrobe audit and personal shopping are also available separately.

Does my colour season change over time?

No. Your colour season is determined by your underlying skin undertone, the depth of your eyes, and the contrast between your features — none of which change with age. Hair greying shifts the visual picture but not your season. Your palette and wallet book remain accurate for life. If anything, understanding your season becomes more valuable over time as your wardrobe compounds with intention.

Do you offer services for men?

Yes. W10 offers a full suite of men’s services: colour analysis ($595), a menswear-specific fabric wallet book, wardrobe consulting, wardrobe audit, personal shopping, and custom made-to-measure tailoring. Men’s colour analysis includes suiting, shirting, tie and pattern guidance specific to how men dress and shop.

Where is W10 located and how do I book?

50 Bloor Street West, Unit C07, Concourse Level, Holt Renfrew Centre, Yorkville, Toronto. All consultations are in store. Book online at w10inc.com/online-booking or call 416-962-1224. A complimentary one-hour in-store wardrobe consult is available with no obligation — bring any questions about your season, your palette, or where to start.

Soft
Summer

Colours to Inspire You

Colour Psychology

Fabric Wallet Book