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For many people 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 be perceived as a direct affront.

This year, the renowned color company has chosen a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "functions as a symbol of calming influence in a society re-learning the worth of quiet reflection".

It signifies the first time a pure white has been picked as the Colour of the Year, and it has generated significant controversy.

As stated by Pantone, Cloud Dancer "represents more than a hue, it's a mindset" and reflects a shared urge to decelerate, reset and achieve serenity after years of sensory saturation.

But some critics have dubbed the decision as "out of touch", contending that elevating minimalist and pristine white spaces can feel far removed from the smaller, lived-in homes most people inhabit.

Others argue that presenting white as aspirational carries subtext related to race, causing discomfort within continuing political and cultural discussions about inclusion and diversity.

Soothing or Stark?

Interior expert One design critic says the criticism transcends surface appeal, arguing that white holds cultural undertones and is rarely a innocuous choice.

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

He elaborates that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer representing "restraint, virtuous simplicity and the notion that neutrality equals virtue".

Beaumont references the pandemic as a defining period in how people relate to their homes.

"Suddenly they became our offices, refuges and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more visual emptiness seems rather disconnected".

Rather than providing calm, he believes white now threatens to intensifying "a feeling of emptiness", particularly when paired with cool, clinical lighting.

'Hospital Vibes'

An interior designer, a UK-based design expert, concurs and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

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

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

"The color white may seem harsh and demanding and you don't want your home to give clinical feelings."

She continues that "living spaces should spark joy and be inviting and lived-in, and this shade feels quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale joyful interior design", using colour to showcase individuality.

The vice president of the Pantone Colour Institute stated 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 intentional and versatile".

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

Previous selections have featured the hopefulness of Living Coral, the serene assurance of a deep blue, the energy of a bold pink-red, and more recently more gentle, feeling-based tones like a soft peach.

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

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

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a serene, restful atmosphere".

"Even if you prefer not to redecorate, you can introduce the colour into a room with cushions, throws and curtains."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "fundamentally the absence of colour", 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 especially effectively as a backdrop for architectural details like wall molding and curved entries 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 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 shift towards sophistication after years of fad saturation.

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

But she continues that it also carries presumptions around body confidence, way of life and privilege, saying: "When white is treated as something only a narrow group of people can pull off, it becomes divisive."

She says the fashion world is already cognizant of the uncomfortable undertones associated with lauding white as an ideal, particularly amid ongoing conversations about representation and approachability, and the true challenge will be whether "companies address that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice at first shocked her, given Pantone's track record of vibrant hues, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury