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For those who has spent years living in rental properties, confronted by 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 time around, the renowned color company has designated white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white touted as "lofty" and "billowy" which "acts as a emblem of tranquility in a society re-evaluating the value of introspection".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a state of being" and embodies a shared desire to slow down, recalibrate and achieve serenity after years of aesthetic chaos.

But some commentators have branded the decision as "insensitive", suggesting that elevating sparse and pristine white spaces can seem disconnected from the smaller, messier homes most people inhabit.

Others contend that framing white as an ideal introduces racial undertones, creating unease within continuing societal conversations about race and representation.

Clinical or Calm?

Interior expert Chris Beaumont says the counter-reaction transcends aesthetics, stating that white holds deeper meanings and is rarely a neutral choice.

"White is a signal," he says, shaped by a decade of minimalist celebrity interiors – most famously Kim Kardashian's austere home – that came to epitomize "wealth, order and removal from chaos".

He elaborates that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer representing "austerity, virtuous simplicity and the concept that impartiality denotes virtue".

The designer cites the global health crisis as a turning point in how people relate to their homes.

"Suddenly they transformed into our offices, sanctuaries and emotional anchors," he says, noting that against this backdrop, pushing the Colour of the Year towards "more visual emptiness feels rather disconnected".

Rather than offering calm, he argues white now risks heightening "a feeling of desolation", especially when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based interior designer, agrees and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

Although it may work in highly minimal or architectural spaces, she says bright whites seldom create calm in real homes.

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

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

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

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed 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 meaning of the colour, but it was selected as it "integrates perfectly with everything around it, offering a sophisticated impartiality that seems deliberate and adaptable".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a powerful trend indicator.

Past choices have included the optimism of a vibrant pink-orange, the calm confidence of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like Peach Fuzz.

These hues don't just live on trend forecasts - they show up in fashion collections, beauty launches, interiors, product wrapping and even technology, shaping how products are sold and how consumers imagine the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue feels gentle and refined rather than stark".

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

Interior designer Another professional says although he was taken aback that Pantone's pick this year was "fundamentally 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 merits, noting that white can work especially effectively as a backdrop for architectural details like wall molding and curved entries which is a "growing trend in modern homes".

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

Luxury stylist A styling expert says championing white feels "less about novelty and more concerned with purpose", indicating a movement towards refinement after years of trend overloads.

"White forces designers and wearers alike to focus on shape, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also carries assumptions around self-image, lifestyle and privilege, stating: "When white is viewed as something only a narrow group of people can pull off, it becomes divisive."

She says the fashion world is already aware of the uncomfortable undertones associated with celebrating white as an aspirational standard, particularly amid ongoing discussions about representation and approachability, and the true challenge will be whether "brands address that complexity authentically, or simply aestheticise the colour".

A Cultural Mood, Not a Trend

Stylist Katie Malik concedes the choice initially shocked her, considering Pantone's track record of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury