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For those who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and yearning for injecting personal style to their home, Pantone's latest Colour of the Year might seem like a personal attack.

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

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

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

As stated by Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and reflects a collective desire to decelerate, reset and find calm after years of visual overload.

But some commentators have dubbed the decision as "out of touch", contending that promoting minimalist and pristine white spaces can seem distant from the more compact, lived-in homes most people call home.

Others argue that framing white as aspirational risks racial undertones, creating unease during ongoing societal dialogues about inclusion and diversity.

Sterile or Serene?

Interior expert One design critic says the counter-reaction goes beyond surface appeal, noting that white bears societal connotations and is rarely a innocuous choice.

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

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer personifying "austerity, moral minimalism and the idea that neutrality denotes goodness".

The designer points to the pandemic as a pivotal moment in how people interact with their homes.

"Suddenly they became our offices, sanctuaries and emotional anchors," he says, adding that against this backdrop, directing the Colour of the Year towards "more visual emptiness feels rather tone-deaf".

Rather than providing calm, he contends white now risks heightening "a sense of emptiness", particularly when paired with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, a UK-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 extremely sparse or structural spaces, she says pure white shades rarely create calm in everyday living spaces.

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

"The color white may seem stark and demanding and you wouldn't wish your home to give clinical feelings."

She continues that "living spaces should elicit happiness and feel warm and lived-in, and this shade feels quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "unabashed joyful interior design", using colour to showcase personality.

A representative of the Pantone Colour Institute stated that people "have varied interpretations" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, providing a refined neutrality that feels intentional and versatile".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a powerful trend indicator.

Previous selections have featured the hopefulness of Living Coral, the serene assurance of a deep blue, the energy of Viva Magenta, and more recently softer, feeling-based tones like Peach Fuzz.

These colours don't just live on trend forecasts - they appear in clothing lines, beauty launches, interiors, packaging and even consumer electronics, shaping how products are marketed and how consumers envision the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may appear simple, "this particular shade seems soft and elegant rather than stark".

Contrary to those who say the colour is boring, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a serene, calming ambiance".

"Should you don't want to repaint, you can incorporate the colour into a room with cushions, blankets and curtains."

Interior designer Another professional says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its merits, explaining that white can work particularly well as a backdrop for design features like panelling and curved entries which is a "rising style in modern homes".

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

Fashion consultant A styling expert says elevating white seems "less about novelty and more concerned with purpose", reflecting a shift towards sophistication after years of trend overloads.

"The color white compels designers and those who wear it alike to focus on shape, scale and craftsmanship, there's really nowhere to hide," she explains.

But she adds that it also holds assumptions around self-image, way of life and advantage, saying: "If white is viewed as something only a narrow group of people can pull off, it becomes divisive."

She says the industry is already cognizant of the problematic connotations associated with lauding white as an aspirational standard, especially during ongoing conversations about inclusion and approachability, and the real test will be whether "brands engage with that complexity honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik concedes the choice initially shocked her, given Pantone's track record of bold colours, but says it mirrors a authentic change and aligns with a wider mood of "quiet luxury