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

This year, the renowned color company has chosen white as its premier hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "billowy" which "acts as a emblem of tranquility in a society rediscovering the importance of quiet reflection".

It marks the first time white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

Per Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and reflects a collective urge to slow down, reset and find calm after years of visual overload.

But some critics have branded the decision as "Pantonedeaf", suggesting that promoting sparse and immaculate white spaces can seem disconnected from the more compact, lived-in homes most people occupy.

Additional critics propose that presenting white as an ideal introduces subtext related to race, landing uncomfortably during current political and cultural dialogues about race and representation.

Sterile or Serene?

Interior expert One design critic says the criticism goes beyond surface appeal, stating that white bears deeper meanings and is seldom a neutral choice.

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

He explains that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer personifying "austerity, moral minimalism and the notion that impartiality denotes virtue".

The designer cites the pandemic as a turning point in how people perceive their homes.

"Almost instantly they became our workspaces, sanctuaries and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "further aesthetic barrenness feels rather out of step".

Instead of providing calm, he believes white now risks heightening "a sense of bleakness", especially when paired with cool, clinical lighting.

'A Clinical Atmosphere

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

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

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

"The color white may seem harsh and demanding and you wouldn't wish your home to give hospital vibes."

She adds that "living spaces should elicit happiness and feel inviting and welcoming, and this shade seems quite removed from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using vibrant hues to express individuality.

A representative 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, offering a refined neutrality that seems deliberate and adaptable".

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

Previous selections have included the hopefulness of Living Coral, the serene assurance of Classic Blue, the energy of a bold pink-red, and most recently more gentle, feeling-based tones like a soft peach.

These hues don't just live on trend forecasts - they show up in fashion collections, cosmetic products, interiors, packaging and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

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

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

"Should you prefer not to repaint, you can incorporate the colour into a room with pillows, throws and curtains."

Interior designer Another professional says although he was surprised that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like a basic flavor, in that "it is universally accepted but it's not a top choice".

He can see its benefits, noting that white can work especially effectively as a backdrop for architectural details like panelling and curved entries which is a "rising style in contemporary houses".

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

Fashion consultant Oriona Robb says elevating white seems "not focused on newness and more concerned with purpose", indicating a shift towards refinement after years of fad saturation.

"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 holds assumptions around self-image, lifestyle and advantage, saying: "If white is viewed as something only a narrow group of people can wear well, it becomes exclusionary."

She says the industry is already cognizant of the uncomfortable undertones associated with lauding white as an ideal, especially during continuing discussions about inclusion and accessibility, and the real test will be whether "companies engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

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