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For many people who has spent years renting, staring at the same standard-issue magnolia walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a personal attack.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "functions as a symbol of tranquility in a society re-evaluating the value of stillness".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and reflects a collective yearning to slow down, recalibrate and achieve serenity after years of aesthetic chaos.

But some critics have labelled the decision as "Pantonedeaf", suggesting that elevating minimalist and immaculate white spaces can seem distant from the smaller, lived-in homes everyday individuals inhabit.

Others propose that presenting white as an ideal introduces racial undertones, creating unease amid current political and cultural conversations about race and representation.

Sterile or Serene?

Interior expert One design critic says the criticism goes beyond aesthetics, arguing that white holds cultural undertones 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 notably Kim Kardashian's stripped-back home – that came to symbolize "affluence, order and removal from chaos".

He explains that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer embodying "austerity, virtuous simplicity and the concept that neutrality equals virtue".

The designer points to the global health crisis as a defining period in how people relate to their homes.

"Overnight they became our workspaces, sanctuaries and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "more visual emptiness seems rather tone-deaf".

Instead of providing calm, he contends white now threatens to heightening "a feeling of emptiness", particularly when combined with cool, clinical lighting.

'Hospital Vibes'

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

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

"An image of tranquility in a professional photo can easily seem clinical at home," she explains.

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

She adds that "living spaces should elicit happiness and be inviting and lived-in, and this hue feels quite distant from that."

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed dopamine décor", using colour to showcase individuality.

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

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

Previous selections have featured the optimism 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 extend beyond trend forecasts - they show up in clothing lines, cosmetic products, home decor, 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 seem basic, "this particular shade feels soft and refined rather than severe".

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

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

Interior designer James Mellan-Matulewicz says although he was taken aback 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 not a top choice".

He can see its benefits, noting that white can work especially effectively as a background for architectural details like panelling and arched doorways which is a "growing trend in contemporary houses".

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

Luxury stylist Oriona Robb says elevating white seems "less about novelty and more about intention", indicating a movement 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 continues that it also holds assumptions around self-image, way of life and privilege, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the fashion world is already cognizant of the problematic connotations associated with celebrating white as an aspirational standard, particularly during continuing conversations about representation and accessibility, and the real test will be whether "brands engage with that complexity authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

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