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For those who has spent years living in rental properties, staring at 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 disappointing choice.

This year, the influential color company has designated white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "acts as a emblem of tranquility in a society re-evaluating the value of quiet reflection".

It represents the initial instance white has been chosen 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 philosophy" and reflects a widespread desire to decelerate, reset and find calm after years of visual overload.

But some critics have dubbed the decision as "out of touch", contending that promoting minimalist and immaculate white spaces can feel distant from the smaller, lived-in homes everyday individuals call home.

Others propose that framing white as aspirational carries racial undertones, creating unease within ongoing societal dialogues about race and representation.

Sterile or Serene?

Designer One design critic says the counter-reaction goes beyond aesthetics, arguing that white holds societal connotations and is seldom a neutral choice.

"White is a signal," he says, influenced by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "wealth, control and distance from disorder".

He clarifies that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer embodying "austerity, moral minimalism and the idea that neutrality signifies goodness".

Beaumont cites the pandemic as a pivotal moment in how people relate to their homes.

"Almost instantly they transformed into our offices, sanctuaries and sources of stability," he says, adding that against this backdrop, directing the Colour of the Year towards "more aesthetic barrenness feels rather disconnected".

Rather than providing calm, he believes white now threatens to intensifying "a sense of desolation", especially when combined with cool, clinical lighting.

'Sterile Sensations

An interior designer, a UK-based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

While it may suit extremely sparse or architectural spaces, she says bright whites rarely create calm in real homes.

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

"The color white may seem stark and unforgiving and you wouldn't wish your home to give clinical feelings."

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

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using colour to express personality.

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

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

Previous selections have included the optimism of a vibrant pink-orange, the calm confidence of a deep blue, the vibrancy of Viva Magenta, and more recently softer, feeling-based tones like Peach Fuzz.

These hues don't just live on style predictions - they appear in fashion collections, beauty launches, interiors, product wrapping and even technology, shaping how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may appear basic, "this specific hue seems gentle and elegant rather than severe".

In contrast to those who say the colour is dull, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a peaceful, restful ambiance".

"Should you prefer not to redecorate, you can incorporate the colour into a room with cushions, throws and curtains."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like wall molding and arched doorways which is a "rising style in contemporary houses".

In fashion, white has long been a basic 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 feels "not focused on newness and more concerned with purpose", reflecting a shift towards sophistication after years of fad saturation.

"The color white compels designers and wearers alike to concentrate on form, scale and quality, there's really no room for error," she clarifies.

But she continues that it also holds assumptions around body confidence, lifestyle and advantage, stating: "When white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the fashion world is already aware of the uncomfortable undertones associated with lauding white as an aspirational standard, particularly during continuing conversations about inclusion and approachability, and the real test will be whether "companies address that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Style consultant Another expert concedes the choice at first surprised her, given Pantone's track record of vibrant hues, but says it reflects a genuine shift and fits within a wider mood of "quiet luxury