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For anyone who has spent years living in rental properties, confronted by the same standard-issue beige walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "acts as a symbol of tranquility in a society rediscovering the importance of quiet reflection".

It marks the first time a pure white has been chosen as the Colour of the Year, and it has raised more than a few eyebrows.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a state of being" and embodies a collective yearning to slow down, recalibrate and seek peace after years of aesthetic chaos.

But some critics have dubbed the decision as "insensitive", suggesting that promoting minimalist and immaculate white spaces can feel disconnected from the smaller, lived-in homes the majority occupy.

Others propose that positioning white as aspirational introduces subtext related to race, causing discomfort amid ongoing societal conversations about race and representation.

Sterile or Serene?

Interior expert Chris Beaumont says the criticism transcends aesthetics, noting that white holds deeper meanings and is rarely a neutral choice.

"White is a signal," he says, influenced by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "affluence, order and removal from chaos".

He clarifies that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer embodying "restraint, moral minimalism and the concept that impartiality denotes virtue".

Beaumont points to the pandemic as a defining period in how people perceive their homes.

"Suddenly they transformed into our workspaces, sanctuaries and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more visual emptiness feels rather tone-deaf".

Rather than offering calm, he contends white now risks heightening "a sense of bleakness", particularly when combined with harsh, sterile lighting.

'A Clinical Atmosphere

An interior designer, a UK-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 extremely sparse or architectural spaces, she says bright whites seldom create calm in everyday living spaces.

"An image of tranquility in a styled shoot can easily seem sterile at home," she explains.

"White can feel stark and unforgiving and you wouldn't wish your home to emit a medical atmosphere."

She continues that "homes should elicit happiness and feel inviting and lived-in, and this shade feels quite distant from that."

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using vibrant hues to showcase 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 "integrates perfectly with everything around it, providing a sophisticated impartiality that seems deliberate and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a significant trend indicator.

Past choices have featured the optimism of a vibrant pink-orange, the calm confidence of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, emotionally driven tones like a soft peach.

These colours don't just live on trend forecasts - they show up in clothing lines, cosmetic products, interiors, product wrapping and even consumer electronics, 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 seem basic, "this specific hue feels soft and elegant rather than stark".

In contrast to those who say the colour is boring, Robinson sees it as "flexible" and says it's best used in "bedrooms and communal spaces where you want a serene, restful ambiance".

"Even if you prefer not to repaint, you can introduce the colour into a room with cushions, throws and curtains."

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its merits, explaining that white can work particularly well as a background for architectural details like panelling and arched doorways which is a "rising style in contemporary houses".

In apparel, white has long been a basic rather than a statement and as a Colour of the Year it presents a unique test to designers more accustomed to bold shades.

Luxury stylist A styling expert says championing white feels "less about novelty and more about intention", indicating a shift towards sophistication after years of trend overloads.

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

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

She says the industry is already aware of the uncomfortable undertones tied to lauding white as an ideal, particularly amid ongoing discussions about inclusion and accessibility, and the real test will be whether "brands address that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Katie Malik concedes the choice initially surprised her, considering Pantone's track record of bold colours, but says it mirrors a authentic change and aligns with a broader sentiment of "quiet luxury