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For anyone who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's latest Colour of the Year might feel like a personal attack.

This time around, the renowned color company has chosen white as its premier hue.

More specifically, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "functions as a symbol of tranquility in a society rediscovering the value of stillness".

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 "is not just a colour, it's a mindset" and signifies a widespread yearning to decelerate, reset and achieve serenity after years of sensory saturation.

But some commentators have branded the decision as "Pantonedeaf", suggesting that elevating sparse and immaculate white spaces can feel distant from the more compact, lived-in homes the majority inhabit.

Additional critics contend that presenting white as aspirational introduces subtext related to race, landing uncomfortably within continuing societal discussions about race and representation.

Sterile or Serene?

Designer One design critic says the criticism transcends aesthetics, arguing that white holds societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to represent "affluence, control and distance from chaos".

He elaborates that white is "not intended to inspire but being careful not to offend", with Cloud Dancer personifying "restraint, virtuous simplicity and the concept that impartiality denotes goodness".

The designer points to the global health crisis as a turning point in how people perceive their homes.

"Overnight they became our offices, sanctuaries and sources of stability," he says, adding that against this backdrop, pushing the Colour of the Year towards "further visual emptiness feels rather out of step".

Rather than offering calm, he contends white now threatens to amplifying "a feeling of bleakness", especially when paired with cool, clinical lighting.

'Hospital Vibes'

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

While it may work in highly minimal or architectural spaces, she says pure white shades rarely create calm in real homes.

"What looks serene in a professional photo can readily feel sterile at home," she clarifies.

"The color white may seem harsh and unforgiving and you don't want your home to give clinical feelings."

She adds that "living spaces should elicit happiness and be inviting and welcoming, and this shade seems quite removed from that."

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to showcase personality.

A representative of the Pantone Colour Institute stated that people "have varied interpretations" to the significance of the colour, but it was selected 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 industry signal.

Previous selections have featured the hopefulness of a vibrant pink-orange, the calm confidence of Classic Blue, the vibrancy of Viva Magenta, and most recently more gentle, emotionally driven tones like a soft peach.

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 marketed and how consumers envision the year ahead.

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

In contrast to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "bedrooms and living areas where you want a peaceful, calming ambiance".

"Even if you don't want to redecorate, you can incorporate the colour into a room with pillows, throws and drapes."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "fundamentally the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its benefits, noting that white can work particularly well as a backdrop for architectural details like panelling and curved entries which is a "rising style in contemporary houses".

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

Fashion consultant Oriona Robb says championing white feels "less about novelty and more concerned with purpose", reflecting a shift towards refinement after years of fad saturation.

"White forces designers and wearers alike to focus on form, scale and craftsmanship, there's really no room for error," she explains.

But she adds that it also holds presumptions around self-image, way of life and privilege, saying: "When white is treated as something only a narrow group of people can pull off, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones associated with celebrating white as an ideal, particularly during continuing conversations about inclusion and approachability, and the real test will be whether "brands engage with that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Stylist Katie Malik concedes the choice at first surprised her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury