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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 dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might seem like a personal attack.

This time around, the renowned color company has chosen a shade of white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "acts as a emblem of tranquility in a society re-learning the importance of introspection".

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

Per Pantone, Cloud Dancer "represents more than a hue, it's a mindset" and reflects a widespread desire to slow down, reset and find calm after years of visual overload.

But some detractors have branded the decision as "Pantonedeaf", suggesting that championing minimalist and immaculate white spaces can seem distant from the more compact, lived-in homes the majority occupy.

Some observers propose that framing white as an ideal introduces subtext related to race, creating unease amid current political and cultural conversations about inclusion and diversity.

Clinical or Calm?

Interior expert One design critic says the criticism transcends aesthetics, noting that white carries societal connotations and is rarely a neutral choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to epitomize "wealth, control and removal from chaos".

He clarifies that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "restraint, virtuous simplicity and the idea that neutrality denotes virtue".

Beaumont cites the pandemic as a pivotal moment in how people relate to their homes.

"Almost instantly they transformed into our workspaces, sanctuaries and emotional anchors," he says, adding that in this context, directing the Colour of the Year towards "more visual emptiness feels rather disconnected".

Instead of offering calm, he contends white now threatens to heightening "a sense of emptiness", especially when combined with cool, clinical lighting.

'Sterile Sensations

An interior designer, a Surrey based interior designer, concurs and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

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

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

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

She adds that "homes should spark joy and feel warm and lived-in, and this hue seems quite distant from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed dopamine décor", using colour to showcase personality.

The vice president of the Pantone Colour Institute stated that people "have varied interpretations" to the meaning of the colour, but it was selected as it "works seamlessly with everything around it, offering a refined neutrality that feels intentional and adaptable".

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

Previous selections have featured the optimism of Living Coral, the calm confidence of Classic Blue, the energy of a bold pink-red, and most recently softer, emotionally driven tones like a soft peach.

These hues don't just live on trend forecasts - they show up in fashion collections, beauty launches, home decor, product wrapping and even technology, shaping how products are sold and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade seems gentle and refined 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 living areas where you want a peaceful, restful atmosphere".

"Should you prefer not to redecorate, you can incorporate the colour into a room with cushions, throws and drapes."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "essentially the lack of pigment", 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 benefits, explaining that white can work particularly well as a background for architectural details like panelling and curved entries which is a "rising style in contemporary houses".

In fashion, white has long been a basic 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 elevating white seems "not focused on newness and more about intention", reflecting a shift towards sophistication after years of fad saturation.

"The color white compels designers and wearers alike to focus on form, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also carries assumptions around body confidence, way of life and privilege, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already cognizant of the problematic connotations associated with celebrating white as an aspirational standard, especially during continuing conversations about inclusion and accessibility, and the real test will be whether "companies address that nuance honestly, or simply aestheticise the colour".

A Reflection of the Times

Stylist Another expert concedes the choice initially shocked her, given Pantone's history of bold colours, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury