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For those who has spent years renting, staring at the same landlord-approved magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a direct affront.

This time around, the influential color company has chosen white as its annual hue.

In detail, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "acts as a symbol of tranquility in a society re-evaluating the importance of quiet reflection".

It represents the initial instance a pure white has been chosen as the Colour of the Year, and it has generated significant controversy.

Per Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and signifies a shared desire to slow down, reset and seek peace after years of visual overload.

But some detractors have branded the decision as "Pantonedeaf", contending that promoting minimalist and immaculate white spaces can feel disconnected from the smaller, lived-in homes the majority inhabit.

Some observers argue that positioning white as an ideal carries subtext related to race, creating unease within ongoing societal conversations about race and representation.

Sterile or Serene?

Designer One design critic says the counter-reaction goes beyond surface appeal, stating that white bears societal connotations and is rarely a innocuous choice.

"The color white sends a message," he says, shaped by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "affluence, order and distance from chaos".

He explains that white is "not about inspiration but taking care not to offend", with Cloud Dancer representing "restraint, virtuous simplicity and the idea that impartiality equals virtue".

Beaumont cites the pandemic as a turning point in how people interact with their homes.

"Overnight they became our offices, sanctuaries and sources of stability," he says, noting that in this context, pushing the Colour of the Year towards "more aesthetic barrenness seems rather disconnected".

Rather than providing calm, he argues white now risks amplifying "a feeling of bleakness", especially when paired with cool, clinical lighting.

'Sterile Sensations

Lara Clark, a UK-based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

Although it may suit highly minimal or architectural spaces, she says pure white shades rarely foster calm in everyday living spaces.

"An image of tranquility in a professional photo can readily feel sterile at home," she clarifies.

"White can feel stark and unforgiving and you wouldn't wish your home to emit a medical atmosphere."

She continues that "living spaces should spark joy and feel inviting and lived-in, and this shade seems quite distant from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale joyful interior design", using vibrant hues to showcase personality.

The vice president of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, offering a sophisticated impartiality that feels intentional and versatile".

Since its launch in 2000, Pantone's Colour of the Year has become a powerful trend indicator.

Previous selections have included the hopefulness of Living Coral, the serene assurance of a deep blue, the vibrancy of Viva Magenta, and most recently softer, feeling-based tones like Peach Fuzz.

These hues don't just live on trend forecasts - they appear in clothing lines, beauty launches, interiors, packaging and even technology, shaping how products are sold and how consumers envision the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue feels soft and refined rather than stark".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "bedrooms and communal spaces where you want a peaceful, restful ambiance".

"Even if you don't want to repaint, you can introduce the colour into a room with cushions, throws and drapes."

Interior designer Another professional says although he was taken aback that Pantone's selection this year was "essentially the absence of colour", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like wall molding and arched doorways which is a "rising style in modern homes".

In apparel, white has long been a basic rather than a bold declaration and as a Colour of the Year it presents a unique test to designers more familiar with bold shades.

Luxury stylist Oriona Robb says championing white seems "not focused on newness and more concerned with purpose", reflecting a movement towards sophistication after years of trend overloads.

"White forces designers and those who wear it alike to focus on shape, scale and craftsmanship, there's really nowhere to hide," she explains.

But she continues that it also carries assumptions around self-image, lifestyle and advantage, saying: "If white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already aware of the problematic connotations tied to celebrating white as an aspirational standard, particularly during continuing discussions about inclusion and approachability, and the real test will be whether "brands engage with that complexity honestly, or simply glamorize the colour".

A Cultural Mood, Not a Trend

Style consultant Katie Malik concedes the choice at first surprised her, given Pantone's track record of vibrant hues, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury