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For anyone who has spent a long time living in rental properties, confronted by the same standard-issue beige walls and longing for injecting personal style to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

This time around, the influential color company has selected white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "serves as a emblem of tranquility in a society rediscovering the value of quiet reflection".

It represents the first time a pure white has been honored as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and reflects a widespread yearning to decelerate, reset and achieve serenity after years of sensory saturation.

But some critics have labelled the decision as "Pantonedeaf", suggesting that championing sparse and immaculate white spaces can feel disconnected from the more compact, lived-in homes the majority inhabit.

Others argue that presenting white as aspirational introduces subtext related to race, causing discomfort amid ongoing political and cultural conversations about race and representation.

Soothing or Stark?

Interior expert Chris Beaumont says the criticism transcends aesthetics, stating that white holds cultural undertones and is rarely a neutral choice.

"White is a signal," he says, influenced by a ten-year period of minimalist celebrity interiors – most notably Kim Kardashian's stripped-back home – that came to epitomize "affluence, control and distance from chaos".

He explains that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer representing "austerity, virtuous simplicity and the idea that impartiality denotes virtue".

Beaumont points to the pandemic as a pivotal moment in how people interact with their homes.

"Suddenly they became our offices, sanctuaries and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "more visual emptiness feels rather disconnected".

Instead of providing calm, he believes white now risks intensifying "a sense of emptiness", especially when paired with cool, clinical lighting.

'Sterile Sensations

An interior designer, a UK-based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

While it may suit highly minimal or architectural spaces, she says bright whites seldom foster calm in real homes.

"An image of tranquility in a styled shoot can easily feel sterile at home," she explains.

"The color white may seem stark and unforgiving and you wouldn't wish your home to emit hospital vibes."

She continues that "living spaces should elicit happiness and be warm and lived-in, and this shade seems quite removed from that."

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using vibrant hues to express individuality.

A representative 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, providing a refined neutrality that seems 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 a bold pink-red, and most recently softer, emotionally driven tones like Peach Fuzz.

These colours don't just live on style predictions - they show up in fashion collections, beauty launches, interiors, packaging and even consumer electronics, influencing how products are marketed and how consumers envision the coming year.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may seem basic, "this particular shade seems soft and elegant rather than stark".

In contrast to those who say the colour is boring, Robinson sees it as "flexible" and says it's best used in "bedrooms and communal spaces where you want a peaceful, calming atmosphere".

"Should you don't want to repaint, you can introduce the colour into a room with cushions, blankets and curtains."

Design expert Another professional says although he was surprised that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like vanilla ice cream, in that "it is universally accepted but it's nobody's favourite".

He can see its benefits, noting that white can work especially effectively as a backdrop for design features like panelling and curved entries which is a "growing trend in contemporary houses".

In fashion, white has long been a staple rather than a bold declaration and as a Colour of the Year it poses a different challenge to designers more familiar with bold shades.

Fashion consultant A styling expert says elevating white seems "not focused on newness and more about intention", reflecting a shift towards sophistication after years of trend overloads.

"The color white compels designers and those who wear it alike to concentrate on shape, proportion and quality, there's really no room for error," she explains.

But she continues that it also carries presumptions around body confidence, lifestyle and advantage, stating: "When white is viewed as something only a narrow group of people can pull off, it becomes exclusionary."

She says the industry is already aware of the problematic connotations associated with lauding white as an ideal, particularly amid ongoing discussions about representation and accessibility, and the true challenge will be whether "brands engage with that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Katie Malik admits the choice initially shocked her, considering Pantone's track record of bold colours, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury