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For those who has spent years renting, staring at the same standard-issue magnolia walls and yearning for injecting personal style to their home, Pantone's latest Colour of the Year might feel like a personal attack.

This time around, the influential color company has selected a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "acts as a symbol of tranquility in a society re-evaluating the worth of introspection".

It represents the first time white has been picked as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "represents more than a hue, it's a mindset" and reflects a shared urge to slow down, recalibrate and seek peace after years of visual overload.

But some commentators have branded the decision as "Pantonedeaf", contending that promoting sparse and immaculate white spaces can seem far removed from the more compact, lived-in homes the majority occupy.

Some observers propose that positioning white as aspirational risks subtext related to race, creating unease within continuing political and cultural conversations about race and representation.

Sterile or Serene?

Designer One design critic says the backlash transcends aesthetics, arguing that white carries deeper meanings and is seldom a innocuous choice.

"White is a signal," he says, shaped by a ten-year period of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to symbolize "affluence, control and distance from disorder".

He explains that white is "not intended to inspire but taking care not to cause upset", with Cloud Dancer embodying "restraint, moral minimalism and the notion that impartiality denotes goodness".

Beaumont points to the global health crisis as a turning point in how people relate to their homes.

"Almost instantly they transformed into our offices, refuges and sources of stability," he says, stating that against this backdrop, directing the Colour of the Year towards "more aesthetic barrenness feels rather disconnected".

Rather than providing calm, he believes white now risks amplifying "a feeling of bleakness", particularly when combined with harsh, sterile lighting.

'Sterile Sensations

An interior designer, a UK-based design expert, concurs and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

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

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

"White can feel harsh and unforgiving and you don't want your home to emit clinical feelings."

She adds that "homes should spark joy and feel inviting and welcoming, and this hue seems quite distant from that."

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed joyful interior design", using vibrant hues to showcase personality.

A representative of the Pantone Colour Institute stated that people "have varied interpretations" to the meaning of the colour, but it was chosen as it "works seamlessly with everything around it, providing a sophisticated impartiality that feels deliberate and versatile".

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

Past choices have included the hopefulness of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on style predictions - they show up in fashion collections, cosmetic products, home decor, product wrapping and even technology, influencing how products are marketed and how consumers envision the coming year.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this specific hue feels soft and refined rather than stark".

In contrast to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "bedrooms and living areas where you want a serene, restful atmosphere".

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

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its merits, noting that white can work especially effectively as a backdrop for design features like wall molding and arched doorways 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 poses a unique test to designers more familiar with bold shades.

Fashion consultant Oriona Robb says championing white feels "not focused on newness and more concerned with purpose", indicating a movement towards sophistication after years of fad saturation.

"The color white compels designers and wearers alike to focus on form, scale and quality, there's really nowhere to hide," she explains.

But she continues that it also holds presumptions around body confidence, lifestyle and privilege, saying: "If white is viewed as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones associated with celebrating white as an aspirational standard, especially during continuing discussions about representation 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

Style consultant Another expert concedes the choice initially surprised her, given Pantone's track record of vibrant hues, but says it reflects a authentic change and fits within a wider mood of "quiet luxury