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For anyone who has spent years renting, confronted by the same landlord-approved magnolia walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a direct affront.

This time around, the influential color company has chosen a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white described as "elevated" and "billowy" which "functions as a emblem of calming influence in a society re-evaluating the importance of stillness".

It represents the initial instance a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and embodies a widespread urge to slow down, recalibrate and seek peace after years of sensory saturation.

But some critics have branded the decision as "Pantonedeaf", arguing that championing minimalist and immaculate white spaces can feel distant from the smaller, lived-in homes everyday individuals inhabit.

Others contend that positioning white as aspirational introduces subtext related to race, causing discomfort within ongoing political and cultural dialogues about inclusion and diversity.

Clinical or Calm?

Designer Chris Beaumont says the counter-reaction goes beyond aesthetics, noting that white carries cultural undertones and is rarely a innocuous choice.

"White is a signal," he says, influenced by a ten-year period of minimalist celebrity interiors – most notably Kim Kardashian's austere home – that came to represent "wealth, order and removal from chaos".

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer embodying "restraint, moral minimalism and the concept that impartiality equals goodness".

Beaumont references the pandemic as a turning point in how people relate to their homes.

"Almost instantly they transformed into our workspaces, refuges and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "further aesthetic barrenness feels rather tone-deaf".

Instead of offering calm, he argues white now threatens to intensifying "a feeling of desolation", particularly when paired with harsh, sterile lighting.

'Sterile Sensations

An interior designer, a UK-based design expert, agrees and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

Although it may suit highly minimal or architectural spaces, she says bright whites rarely foster calm in everyday living spaces.

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

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

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

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

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, offering a refined neutrality that feels intentional and versatile".

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

Past choices have featured the hopefulness of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of Viva Magenta, and most recently softer, feeling-based tones like a soft peach.

These colours extend beyond style predictions - they show up in fashion collections, beauty launches, home decor, product wrapping and even consumer electronics, influencing 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 simple, "this specific hue feels soft and elegant rather than severe".

In contrast to those who say the colour is boring, Robinson sees it as "flexible" and says it's best used in "sleeping quarters and living areas where you want a peaceful, restful ambiance".

"Even if you prefer not to repaint, you can incorporate the colour into a room with cushions, blankets and curtains."

Interior designer 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 "it is universally accepted but it's nobody's favourite".

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

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

Luxury stylist Oriona Robb says championing white feels "less about novelty 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 focus on form, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also holds presumptions around body confidence, lifestyle and advantage, saying: "If white is treated as something only a limited subset of people can pull off, it becomes exclusionary."

She says the fashion world is already cognizant of the uncomfortable undertones associated with lauding white as an ideal, especially amid ongoing discussions about inclusion and accessibility, and the true challenge will be whether "brands engage with that nuance honestly, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Katie Malik admits the choice at first shocked her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and fits within a wider mood of "quiet luxury