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For anyone who has spent years living in rental properties, confronted by the same landlord-approved magnolia walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

This year, the influential color company has designated white as its annual hue.

In detail, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "functions as a symbol of calming influence in a society rediscovering the importance of introspection".

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

As stated by Pantone, Cloud Dancer "is not just a colour, it's a state of being" and embodies a collective urge to decelerate, recalibrate and achieve serenity after years of sensory saturation.

But some detractors have dubbed the decision as "insensitive", contending that championing minimalist and pristine white spaces can feel disconnected from the more compact, messier homes everyday individuals inhabit.

Some observers propose that framing white as an ideal introduces racial undertones, landing uncomfortably amid current societal conversations about inclusion and diversity.

Clinical or Calm?

Interior expert One design critic says the backlash transcends aesthetics, stating that white holds deeper meanings and is seldom a neutral choice.

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

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer embodying "restraint, virtuous simplicity and the notion that impartiality equals goodness".

Beaumont references the pandemic as a turning point in how people perceive their homes.

"Overnight they transformed into our workspaces, sanctuaries and sources of stability," he says, stating that in this context, directing the Colour of the Year towards "further aesthetic barrenness feels rather tone-deaf".

Instead of providing calm, he contends white now risks intensifying "a sense of emptiness", especially when combined with cool, clinical lighting.

'A Clinical Atmosphere

An interior designer, a Surrey based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

While it may suit highly minimal or structural spaces, she says bright whites rarely foster calm in everyday living spaces.

"An image of tranquility in a professional photo can easily feel clinical at home," she explains.

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

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

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour to express personality.

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

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

Previous selections have included the optimism of a vibrant pink-orange, the calm confidence of a deep blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like Peach Fuzz.

These colours don't just live on trend forecasts - they appear in fashion collections, cosmetic products, home decor, product wrapping and even technology, influencing how products are sold and how consumers envision the year ahead.

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

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 ambiance".

"Should you prefer not 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 pick this year was "fundamentally the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it but it's not a top choice".

He can see its merits, noting that white can work especially effectively as a background for design features like wall molding and curved entries which is a "rising style in modern homes".

In fashion, white has long been a basic rather than a bold declaration and as a Colour of the Year it presents a different challenge to designers more accustomed to vibrant colors.

Luxury stylist Oriona Robb says championing white seems "less about novelty and more about intention", indicating a shift towards sophistication after years of trend overloads.

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

But she adds that it also carries assumptions around body confidence, lifestyle and privilege, saying: "When white is viewed as something only a limited subset of people can wear well, it becomes divisive."

She says the fashion world is already cognizant of the uncomfortable undertones associated with lauding white as an aspirational standard, particularly during ongoing conversations about representation and approachability, and the true challenge will be whether "brands engage with that complexity authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Another expert concedes the choice initially surprised her, considering Pantone's track record of bold colours, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury