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For anyone who has spent years living in rental properties, 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 seem like a disappointing choice.

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

To be precise, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "serves as a emblem of calming influence in a society re-evaluating the worth of quiet reflection".

It represents the initial instance a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and embodies a collective desire to decelerate, recalibrate and find calm after years of sensory saturation.

But some critics have labelled the decision as "out of touch", arguing that promoting minimalist and pristine white spaces can seem distant from the smaller, messier homes most people call home.

Others argue that positioning white as an ideal carries subtext related to race, creating unease during continuing societal conversations about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the counter-reaction goes beyond aesthetics, noting that white carries deeper meanings and is seldom a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of minimalist celebrity interiors – most notably Kim Kardashian's austere home – that came to symbolize "affluence, order and distance from disorder".

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

Beaumont points to the global health crisis as a pivotal moment in how people interact with their homes.

"Almost instantly they became our offices, sanctuaries and sources of stability," he says, adding that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness feels rather tone-deaf".

Rather than providing calm, he contends white now threatens to heightening "a sense of bleakness", particularly when paired with cool, clinical lighting.

'Hospital Vibes'

An interior designer, a Surrey based interior designer, agrees and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

While it may suit highly minimal or structural spaces, she says bright whites rarely create calm in real homes.

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

"White can feel harsh and unforgiving and you don't want your home to emit a medical atmosphere."

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

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using vibrant hues to express individuality.

The vice president of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was chosen as it "works seamlessly with everything around it, providing a sophisticated impartiality that feels deliberate 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 Living Coral, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and more recently softer, emotionally driven tones like a soft peach.

These colours don't just live on trend forecasts - they appear in fashion collections, cosmetic products, interiors, packaging and even consumer electronics, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this specific hue feels soft and elegant rather than severe".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "bedrooms and communal spaces where you want a peaceful, calming atmosphere".

"Should you don't want to redecorate, you can introduce the colour into a room with pillows, throws and curtains."

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "fundamentally the absence of colour", 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, explaining that white can work especially effectively as a background for design features 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 poses a unique test to designers more accustomed to bold shades.

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

"The color white compels designers and wearers alike to concentrate on shape, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she continues that it also holds assumptions around self-image, way of life and privilege, stating: "If white is treated as something only a limited subset of people can wear well, it becomes exclusionary."

She says the fashion world is already aware of the uncomfortable undertones tied to celebrating white as an aspirational standard, particularly during continuing discussions about representation and approachability, and the real test will be whether "companies address that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice initially shocked her, considering Pantone's history of vibrant hues, but says it reflects a genuine shift and fits within a wider mood of "quiet luxury