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

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

More specifically, the shade is called Cloud Dancer – a white described as "elevated" and "billowy" which "acts as a emblem of calming influence in a society re-evaluating the value of quiet reflection".

It signifies the initial instance a pure white has been picked as the Colour of the Year, and it has sparked considerable debate.

According to Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a collective desire to decelerate, recalibrate and find calm after years of visual overload.

But some detractors have branded the decision as "insensitive", suggesting that promoting sparse and pristine white spaces can feel distant from the smaller, lived-in homes the majority call home.

Additional critics argue that positioning white as aspirational risks racial undertones, causing discomfort amid continuing political and cultural dialogues about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the counter-reaction transcends surface appeal, arguing that white carries cultural undertones and is rarely a neutral choice.

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to epitomize "affluence, control and distance from disorder".

He clarifies that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer personifying "restraint, moral minimalism and the concept that impartiality signifies virtue".

The designer cites the pandemic as a defining period in how people interact with their homes.

"Almost instantly they transformed into our offices, sanctuaries and emotional anchors," he says, adding that against this backdrop, directing the Colour of the Year towards "more visual emptiness feels rather out of step".

Instead of offering calm, he contends white now threatens to intensifying "a sense of emptiness", particularly when combined with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

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

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

"White can feel harsh and demanding and you wouldn't wish your home to emit hospital vibes."

She continues that "homes should elicit happiness and feel 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 preference for "unabashed dopamine décor", using colour to showcase personality.

The vice president 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, providing a sophisticated impartiality that feels deliberate and adaptable".

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

Previous selections have featured the optimism of Living Coral, the serene assurance of a deep blue, the energy of Viva Magenta, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These hues extend beyond trend forecasts - they show up in fashion collections, cosmetic products, interiors, packaging and even consumer electronics, influencing 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 seem basic, "this particular shade seems soft and refined rather than severe".

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

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

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "essentially the absence of colour", it is a bit like a basic flavor, in that "everyone likes it but it's not a top choice".

He can see its benefits, noting that white can work especially effectively as a backdrop for architectural details like wall molding and curved entries which is a "growing trend in modern homes".

In apparel, white has long been a staple rather than a statement and as a Colour of the Year it presents a unique test to designers more accustomed to bold shades.

Fashion consultant Oriona Robb says elevating white seems "not focused on newness and more about intention", reflecting a shift towards refinement after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on form, proportion and craftsmanship, there's really nowhere to hide," she explains.

But she adds that it also holds presumptions around body confidence, lifestyle and privilege, stating: "If white is viewed as something only a narrow group of people can wear well, it becomes exclusionary."

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

A Cultural Mood, Not a Trend

Style consultant Katie Malik concedes the choice initially surprised her, given Pantone's track record of vibrant hues, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury