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For anyone who has spent a long time renting, confronted by the same standard-issue magnolia walls and yearning 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 selected white as its premier hue.

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

It signifies the initial instance white has been chosen as the Colour of the Year, and it has generated significant controversy.

Per Pantone, Cloud Dancer "is not just a colour, it's a mindset" and embodies a shared urge to slow down, recalibrate and achieve serenity after years of visual overload.

But some critics have dubbed the decision as "Pantonedeaf", contending that promoting sparse and pristine white spaces can seem far removed from the more compact, messier homes the majority call home.

Some observers propose that positioning white as aspirational introduces subtext related to race, causing discomfort during continuing societal dialogues about inclusion and diversity.

Sterile or Serene?

Designer Chris Beaumont says the backlash goes beyond surface appeal, arguing that white carries cultural undertones 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 stripped-back home – that came to symbolize "affluence, control and distance from disorder".

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "restraint, virtuous simplicity and the notion that neutrality denotes goodness".

Beaumont cites the pandemic as a turning point in how people relate to their homes.

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

Instead of offering calm, he believes white now threatens to heightening "a feeling of bleakness", especially when combined with harsh, sterile lighting.

'A Clinical Atmosphere

Lara Clark, 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".

While it may suit extremely sparse or architectural spaces, she says pure white shades seldom create calm in real homes.

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

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

She continues that "living spaces should spark joy and be warm and welcoming, and this hue feels quite distant from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed dopamine décor", using vibrant hues to express individuality.

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

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

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of Classic Blue, the energy of Viva Magenta, and more recently softer, feeling-based tones like a soft peach.

These colours don't just live on trend forecasts - they show up in fashion collections, beauty launches, home decor, product wrapping and even consumer electronics, shaping how products are sold and how consumers imagine the coming year.

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

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

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

Design expert 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 "everyone likes it 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 panelling and arched doorways which is a "growing trend in contemporary houses".

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 bold shades.

Luxury stylist Oriona Robb says elevating white feels "not focused on newness and more about intention", indicating a shift towards refinement after years of fad saturation.

"The color white compels designers and wearers alike to concentrate on shape, proportion and craftsmanship, there's really no room for error," she explains.

But she continues that it also carries assumptions 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 exclusionary."

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

A Cultural Mood, Not a Trend

Style consultant Katie Malik admits the choice at first shocked her, given Pantone's track record of bold colours, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury