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For those who has spent a long time living in rental properties, staring at the same standard-issue magnolia walls and dreaming of injecting personal style to their home, Pantone's new Colour of the Year might feel like a personal attack.

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

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

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

Per Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and signifies a widespread yearning to decelerate, recalibrate and achieve serenity after years of visual overload.

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

Additional critics argue that framing white as aspirational risks racial undertones, creating unease during continuing societal discussions about race and representation.

Sterile or Serene?

Interior expert One design critic says the backlash goes beyond aesthetics, arguing that white carries deeper meanings and is seldom a innocuous choice.

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

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

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

"Almost instantly they became our offices, refuges and sources of stability," he says, adding that against this backdrop, directing the Colour of the Year towards "further aesthetic barrenness feels rather out of step".

Instead of providing calm, he believes white now threatens to amplifying "a feeling of emptiness", especially when combined with cool, clinical lighting.

'Sterile Sensations

An interior designer, a Surrey based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

While it may work in extremely sparse or architectural spaces, she says bright whites rarely foster calm in everyday living spaces.

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

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

She adds that "homes should elicit happiness and be inviting and welcoming, and this hue seems quite distant from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using colour to express individuality.

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, providing a refined neutrality that feels intentional and adaptable".

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

Past choices have included the optimism of Living Coral, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and most recently softer, feeling-based tones like a soft peach.

These colours extend beyond style predictions - they show up in fashion collections, beauty launches, home decor, packaging and even consumer electronics, shaping how products are sold and how consumers envision the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may seem basic, "this specific hue feels soft and refined rather than severe".

Contrary to those who say the colour is dull, the expert 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, throws and curtains."

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like panelling and curved entries which is a "growing trend in modern homes".

In fashion, white has long been a staple rather than a statement and as a Colour of the Year it presents a different challenge to designers more accustomed to bold shades.

Fashion consultant Oriona Robb says elevating white feels "less about novelty and more about intention", indicating a movement towards sophistication after years of fad saturation.

"White forces designers and wearers alike to concentrate on shape, scale and quality, there's really nowhere to hide," she clarifies.

But she continues that it also carries presumptions around body confidence, way of life and privilege, saying: "If white is treated as something only a limited subset of people can pull off, it becomes divisive."

She says the fashion world is already cognizant of the uncomfortable undertones associated with celebrating white as an aspirational standard, especially during ongoing discussions about representation and approachability, and the real test will be whether "brands address that complexity authentically, or simply glamorize the colour".

A Reflection of the Times

Stylist Another expert admits the choice initially shocked her, given Pantone's track record of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury