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For anyone who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might seem like a personal attack.

This year, the renowned color company has selected white as its premier hue.

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "serves as a symbol of tranquility in a society re-evaluating the importance of quiet reflection".

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

As stated by Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and reflects a collective yearning to decelerate, recalibrate and find calm after years of visual overload.

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

Others contend that presenting white as aspirational carries subtext related to race, creating unease amid current political and cultural conversations about race and representation.

Sterile or Serene?

Interior expert Chris Beaumont says the criticism goes beyond aesthetics, stating that white bears societal connotations and is rarely a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of minimalist celebrity interiors – most famously Kim Kardashian's austere home – that came to symbolize "affluence, control and removal from disorder".

He elaborates that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer personifying "austerity, virtuous simplicity and the notion that impartiality signifies virtue".

The designer cites the global health crisis as a turning point in how people interact with their homes.

"Almost instantly they became our offices, sanctuaries and sources of stability," he says, noting that in this context, pushing the Colour of the Year towards "further aesthetic barrenness seems rather tone-deaf".

Rather than offering calm, he contends white now threatens to intensifying "a feeling of bleakness", particularly when combined 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 "completely rejected for me".

Although it may work in highly minimal or structural spaces, she says pure white shades seldom foster calm in real homes.

"An image of tranquility in a styled shoot can readily seem sterile at home," she clarifies.

"The color white may seem stark and demanding and you don't want your home to emit hospital vibes."

She adds that "homes should spark joy and feel warm and lived-in, and this hue feels quite distant from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed dopamine décor", using vibrant hues to showcase individuality.

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

Since its launch in 2000, Pantone's Colour of the Year has become a significant industry signal.

Past choices have included the optimism of a vibrant pink-orange, the calm confidence of Classic Blue, the energy of Viva Magenta, and more recently more gentle, feeling-based tones like Peach Fuzz.

These colours extend beyond trend forecasts - they appear in clothing lines, cosmetic products, home decor, packaging and even consumer electronics, influencing how products are sold and how consumers imagine the year ahead.

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

Contrary to those who say the colour is dull, the expert sees it as "flexible" and says it's best used in "bedrooms and living areas where you want a serene, restful atmosphere".

"Should you prefer not 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 selection this year was "essentially the lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like panelling and curved entries which is a "growing trend in modern homes".

In apparel, white has long been a staple rather than a bold declaration and as a Colour of the Year it presents a different challenge to designers more accustomed to vibrant colors.

Fashion consultant A styling expert says elevating white feels "less about novelty and more concerned with purpose", reflecting a shift towards sophistication after years of trend overloads.

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

But she continues that it also holds assumptions around body confidence, way of life and advantage, stating: "If white is treated as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already cognizant of the uncomfortable undertones associated with celebrating white as an aspirational standard, particularly amid continuing conversations about inclusion and accessibility, and the real test will be whether "companies engage with that nuance honestly, or simply glamorize the colour".

A Cultural Mood, Not a Trend

Style consultant Another expert concedes the choice at first shocked her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and fits within a broader sentiment of "quiet luxury