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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 longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

More specifically, the shade is called Cloud Dancer – a white described as "lofty" and "airy" which "serves as a symbol of calming influence in a society rediscovering the importance 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.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a mindset" and reflects a shared desire to decelerate, reset and achieve serenity after years of visual overload.

But some critics have dubbed the decision as "Pantonedeaf", suggesting that championing minimalist and pristine white spaces can seem far removed from the smaller, lived-in homes the majority inhabit.

Others argue that framing white as an ideal introduces racial undertones, landing uncomfortably during continuing political and cultural conversations about race and representation.

Clinical or Calm?

Designer Chris Beaumont says the counter-reaction goes beyond surface appeal, arguing that white holds cultural undertones and is rarely a innocuous choice.

"The color white sends a message," he says, influenced by a decade of minimalist celebrity interiors – most notably Kim Kardashian's stripped-back home – that came to symbolize "affluence, control and removal from disorder".

He clarifies that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "restraint, virtuous simplicity and the concept that neutrality equals virtue".

The designer cites the pandemic as a defining period in how people perceive their homes.

"Suddenly they became our workspaces, refuges and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more aesthetic barrenness seems rather out of step".

Instead of offering calm, he contends white now threatens to heightening "a sense of bleakness", particularly when combined with cool, clinical lighting.

'A Clinical Atmosphere

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

Although it may work in extremely sparse or structural spaces, she says bright whites seldom foster calm in real homes.

"What looks serene in a styled shoot can easily feel sterile at home," she clarifies.

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

She adds that "living spaces should elicit happiness and be warm and lived-in, and this shade seems quite removed from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale joyful interior design", using colour to showcase personality.

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 "integrates perfectly with everything around it, providing a refined neutrality that seems intentional and versatile".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a significant industry signal.

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and most recently more gentle, emotionally driven tones like a soft peach.

These hues extend beyond style predictions - they appear in fashion collections, beauty launches, home decor, product wrapping and even technology, influencing how products are sold and how consumers envision the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade feels gentle and refined rather than stark".

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

"Even if you don't want to repaint, you can incorporate the colour into a room with pillows, throws and curtains."

Design expert Another professional says although he was surprised that Pantone's selection this year was "fundamentally 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 especially effectively as a background for design features like wall molding and arched doorways which is a "growing trend in modern homes".

In apparel, white has long been a staple rather than a bold declaration and as a Colour of the Year it poses a unique test to designers more familiar with bold shades.

Fashion consultant Oriona Robb says championing white feels "not focused on newness and more about intention", indicating a shift towards sophistication after years of trend overloads.

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

But she adds that it also carries presumptions around self-image, way of life and privilege, saying: "When white is treated as something only a limited subset 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, especially amid ongoing conversations about inclusion and accessibility, and the true challenge will be whether "brands engage with that nuance honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik admits the choice initially shocked her, considering Pantone's history of bold colours, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury