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For many people who has spent a long time living in rental properties, staring at the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's latest Colour of the Year might feel like a personal attack.

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

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "acts as a emblem of calming influence in a society re-learning the importance of quiet reflection".

It marks the initial instance a pure white has been chosen as the Colour of the Year, and it has sparked considerable debate.

As stated by Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and signifies a widespread desire to decelerate, reset and achieve serenity after years of sensory saturation.

But some critics have dubbed the decision as "insensitive", suggesting that promoting minimalist and pristine white spaces can seem disconnected from the smaller, lived-in homes the majority call home.

Some observers argue that positioning white as aspirational introduces subtext related to race, landing uncomfortably within current political and cultural discussions about inclusion and diversity.

Sterile or Serene?

Designer Chris Beaumont says the criticism goes beyond surface appeal, stating that white bears societal connotations and is rarely a neutral 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 represent "affluence, control and removal from disorder".

He clarifies that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer personifying "austerity, moral minimalism and the concept that neutrality signifies virtue".

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

"Almost instantly they became our workspaces, sanctuaries and emotional anchors," he says, adding that against this backdrop, pushing the Colour of the Year towards "further visual emptiness feels rather disconnected".

Rather than providing calm, he believes white now threatens to heightening "a feeling of bleakness", particularly 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".

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

"What looks serene in a professional photo can readily feel sterile at home," she explains.

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

She adds that "living spaces should spark joy and feel warm and lived-in, and this hue feels quite removed from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed joyful interior design", using vibrant hues to showcase individuality.

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, providing a sophisticated impartiality that feels intentional and versatile".

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

Previous selections have featured the optimism of Living Coral, the calm confidence of a deep blue, the vibrancy of Viva Magenta, and more recently softer, feeling-based tones like a soft peach.

These hues extend beyond trend forecasts - they appear in clothing lines, beauty launches, home decor, product wrapping and even technology, shaping how products are marketed and how consumers envision the coming year.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue seems soft 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 communal spaces where you want a serene, restful ambiance".

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

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its benefits, noting that white can work particularly well as a backdrop for architectural details like panelling and arched doorways which is a "rising style in modern homes".

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

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

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

But she adds that it also holds presumptions around body confidence, way of life and privilege, saying: "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 cognizant of the uncomfortable undertones tied to lauding white as an aspirational standard, especially amid continuing conversations about inclusion and approachability, and the true challenge will be whether "brands engage with that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Stylist Katie Malik admits the choice at first surprised her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury