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For many people who has spent years living in rental properties, confronted by the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a personal attack.

This time around, the renowned color company has designated white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "serves as a symbol of tranquility in a society re-evaluating the worth of introspection".

It represents the initial instance a pure white has been honored as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a collective desire to decelerate, recalibrate and seek peace after years of sensory saturation.

But some critics have branded the decision as "insensitive", contending that elevating minimalist and pristine white spaces can seem far removed from the smaller, lived-in homes the majority call home.

Some observers propose that presenting white as aspirational introduces racial undertones, creating unease within current political and cultural conversations about race and representation.

Clinical or Calm?

Designer One design critic says the backlash transcends surface appeal, noting that white carries cultural undertones and is rarely a neutral choice.

"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to represent "affluence, control and removal from chaos".

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "austerity, moral minimalism and the concept that neutrality signifies virtue".

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

"Suddenly they transformed into our workspaces, sanctuaries and emotional anchors," he says, noting that in this context, directing the Colour of the Year towards "further aesthetic barrenness feels rather out of step".

Instead of providing calm, he contends white now risks heightening "a feeling of bleakness", especially when combined with harsh, sterile lighting.

'Sterile Sensations

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

Although it may work in highly minimal or structural spaces, she says pure white shades seldom create calm in everyday living spaces.

"An image of tranquility in a styled shoot can readily feel clinical at home," she clarifies.

"White can feel harsh and demanding and you don't want your home to give clinical feelings."

She adds that "homes should spark joy and feel warm and welcoming, and this shade seems quite distant from that."

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using vibrant hues to showcase individuality.

The vice president of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was selected as it "integrates perfectly with everything around it, providing a sophisticated impartiality that seems intentional and adaptable".

Since its launch 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 calm confidence of a deep blue, the energy of Viva Magenta, and most recently more gentle, emotionally driven tones like a soft peach.

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

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

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 pillows, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its benefits, noting that white can work especially effectively as a background for architectural details like wall molding and arched doorways which is a "rising style in modern homes".

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

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

"White forces designers and wearers alike to focus on shape, scale and quality, there's really no room for error," she clarifies.

But she adds that it also holds assumptions around body confidence, way of life and privilege, stating: "If white is viewed as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones associated with celebrating white as an ideal, particularly during continuing conversations about inclusion and approachability, and the true challenge will be whether "companies engage with that complexity authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik admits the choice initially shocked her, given Pantone's track record of bold colours, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury