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For anyone who has spent a long time living in rental properties, staring at the same standard-issue magnolia walls and longing for injecting personal style to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

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

To be precise, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "functions as a symbol of tranquility in a society rediscovering the value of quiet reflection".

It represents the initial instance a pure white has been chosen as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and signifies a collective urge to slow down, reset and achieve serenity after years of visual overload.

But some commentators have branded the decision as "out of touch", suggesting that promoting minimalist and immaculate white spaces can seem distant from the more compact, lived-in homes most people inhabit.

Some observers contend that framing white as aspirational risks racial undertones, creating unease amid continuing political and cultural discussions about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the backlash goes beyond surface appeal, arguing that white holds societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, shaped by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to symbolize "wealth, control and distance from chaos".

He explains that white is "not intended to inspire but taking care not to cause upset", with Cloud Dancer personifying "austerity, virtuous simplicity and the idea that impartiality signifies virtue".

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

"Suddenly they transformed into our offices, sanctuaries and sources of stability," he says, adding that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness seems rather tone-deaf".

Rather than offering calm, he believes white now threatens to intensifying "a sense of desolation", particularly when paired with cool, clinical lighting.

'Sterile Sensations

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

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

"What looks serene in a styled shoot can readily seem sterile at home," she explains.

"The color white may seem harsh and demanding and you don't want your home to emit a medical atmosphere."

She continues that "homes should elicit happiness and be inviting and welcoming, and this shade feels quite removed from that."

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

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the meaning of the colour, but it was chosen as it "integrates perfectly with everything around it, offering a sophisticated impartiality that seems deliberate and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a powerful industry signal.

Previous selections have featured the hopefulness of Living Coral, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like Peach Fuzz.

These colours extend beyond style predictions - they show up in clothing lines, cosmetic products, home decor, packaging and even technology, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear basic, "this specific hue seems soft and elegant rather than stark".

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

"Even if you prefer not to redecorate, you can incorporate the colour into a room with pillows, throws and drapes."

Interior designer 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 a basic flavor, 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 backdrop for architectural details like panelling and curved entries 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 vibrant colors.

Fashion consultant Oriona Robb says championing white seems "less about novelty and more concerned with purpose", reflecting a movement towards refinement after years of trend overloads.

"White forces designers and those who wear it alike to concentrate on form, scale and quality, there's really no room for error," she clarifies.

But she adds that it also holds presumptions around body confidence, lifestyle and privilege, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."

She says the fashion world is already aware of the uncomfortable undertones associated with lauding white as an aspirational standard, especially during ongoing conversations about inclusion and approachability, and the true challenge will be whether "companies address that nuance honestly, or simply glamorize the colour".

A Cultural Mood, Not a Trend

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