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For many people who has spent years living in rental properties, confronted by the same landlord-approved magnolia walls and longing for injecting personal style to their home, Pantone's new Colour of the Year might seem like a direct affront.

This time around, the influential color company has chosen white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "serves as a symbol of calming influence in a society re-learning the value of introspection".

It marks the initial instance a pure white has been picked as the Colour of the Year, and it has sparked considerable debate.

As stated by Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and reflects a collective yearning to slow down, reset and find calm after years of visual overload.

But some detractors have branded the decision as "insensitive", arguing that championing minimalist and pristine white spaces can seem distant from the smaller, lived-in homes the majority call home.

Additional critics propose that presenting white as aspirational carries racial undertones, creating unease within ongoing political and cultural conversations about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the counter-reaction transcends surface appeal, arguing that white carries deeper meanings and is seldom 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 symbolize "wealth, order and removal from disorder".

He elaborates that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "austerity, virtuous simplicity and the idea that impartiality equals virtue".

Beaumont cites the pandemic as a turning point in how people interact with their homes.

"Suddenly they became our offices, refuges and emotional anchors," he says, noting that against this backdrop, directing the Colour of the Year towards "further visual emptiness seems rather tone-deaf".

Instead of providing calm, he contends white now threatens to heightening "a feeling of desolation", especially when paired with cool, clinical lighting.

'Sterile Sensations

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

Although it may work in highly minimal 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 clinical at home," she explains.

"White can feel harsh and demanding and you wouldn't wish your home to give a medical atmosphere."

She continues that "living spaces should spark joy and feel inviting and welcoming, 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 colour to showcase individuality.

The vice president of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was selected as it "integrates perfectly with everything around it, providing a refined neutrality that seems deliberate and versatile".

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

Past choices have included the optimism of Living Coral, the serene assurance of a deep blue, the energy of Viva Magenta, and more recently more gentle, emotionally driven tones like a soft peach.

These colours don't just live on trend forecasts - they show up in fashion collections, cosmetic products, interiors, product wrapping and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade feels soft and refined rather than stark".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a serene, calming atmosphere".

"Should you prefer not to repaint, you can incorporate the colour into a room with cushions, blankets and curtains."

Design expert Another professional says although he was surprised 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 benefits, explaining that white can work especially effectively as a backdrop 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 bold declaration and as a Colour of the Year it presents a unique test to designers more accustomed to vibrant colors.

Fashion consultant Oriona Robb says elevating white feels "less about novelty and more concerned with purpose", indicating a shift towards refinement after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on form, scale and quality, there's really nowhere to hide," she explains.

But she continues that it also carries presumptions around self-image, lifestyle and advantage, saying: "If white is treated as something only a narrow group of people can wear well, it becomes exclusionary."

She says the fashion world is already cognizant of the uncomfortable undertones associated with lauding white as an ideal, especially amid ongoing conversations about representation and accessibility, and the true challenge will be whether "companies engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Another expert concedes the choice initially shocked her, considering Pantone's track record of vibrant hues, but says it mirrors a authentic change and fits within a wider mood of "quiet luxury