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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 new Colour of the Year might feel like a personal attack.

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

In detail, the shade is called Cloud Dancer – a white described as "lofty" and "airy" which "serves as a symbol of tranquility in a society re-evaluating the worth of quiet reflection".

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

According to Pantone, Cloud Dancer "transcends mere pigment, it's a mindset" and reflects a widespread yearning to slow down, recalibrate and achieve serenity after years of sensory saturation.

But some critics have labelled the decision as "Pantonedeaf", suggesting that elevating minimalist and pristine white spaces can feel disconnected from the smaller, lived-in homes everyday individuals occupy.

Some observers argue that framing white as an ideal carries subtext related to race, causing discomfort amid continuing political and cultural conversations about inclusion and diversity.

Soothing or Stark?

Interior expert One design critic says the backlash transcends aesthetics, stating that white carries societal connotations and is rarely a neutral choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to represent "affluence, control and removal from disorder".

He elaborates that white is "not intended to inspire but taking care not to offend", with Cloud Dancer personifying "austerity, moral minimalism and the concept that impartiality signifies virtue".

The designer cites the pandemic as a pivotal moment in how people perceive their homes.

"Suddenly they transformed into our offices, refuges and emotional anchors," he says, adding that in this context, directing the Colour of the Year towards "further visual emptiness feels rather disconnected".

Rather than providing calm, he believes white now risks intensifying "a feeling of desolation", particularly when combined with cool, clinical lighting.

'A Clinical Atmosphere

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

Although it may work in highly minimal or structural spaces, she says bright whites rarely create calm in everyday living spaces.

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

"The color white may seem harsh and unforgiving and you wouldn't wish your home to emit a medical atmosphere."

She continues that "homes should elicit happiness and feel inviting and lived-in, and this shade feels quite removed from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale joyful interior design", using vibrant hues to express personality.

The vice president of the Pantone Colour Institute commented that people "have varied interpretations" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, offering a refined neutrality that seems intentional and versatile".

Beginning in 2000, Pantone's Colour of the Year has become a significant industry signal.

Past choices have featured the optimism of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on trend forecasts - they show up in fashion collections, cosmetic products, interiors, product wrapping and even consumer electronics, influencing how products are marketed and how consumers imagine the year ahead.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this particular shade seems soft and refined rather than stark".

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

"Should you prefer not to repaint, 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 a basic flavor, in that "everyone likes it but it's not a top choice".

He can see its merits, explaining that white can work particularly well as a background for design features like wall molding and arched doorways which is a "rising style in modern homes".

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

Fashion consultant Oriona Robb says championing white feels "less about novelty and more about intention", indicating a movement towards sophistication after years of trend overloads.

"The color white compels designers and wearers alike to focus on form, proportion and quality, there's really nowhere to hide," she explains.

But she continues that it also holds assumptions around self-image, lifestyle and privilege, saying: "When white is treated as something only a limited subset of people can wear well, it becomes divisive."

She says the fashion world is already aware of the problematic connotations tied to lauding white as an aspirational standard, particularly amid continuing discussions about representation and approachability, and the real test will be whether "brands engage with that nuance authentically, or simply aestheticise the colour".

A Cultural Mood, Not a Trend

Stylist Another expert admits the choice initially shocked her, given Pantone's history of vibrant hues, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury