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For those who has spent years living in rental properties, staring at the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

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

More specifically, the shade is called Cloud Dancer – a white described as "elevated" and "billowy" which "serves as a emblem of tranquility in a society re-learning the value of stillness".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a mindset" and reflects a widespread desire to decelerate, recalibrate and seek peace after years of sensory saturation.

But some commentators have branded the decision as "Pantonedeaf", arguing that championing sparse and pristine white spaces can feel distant from the more compact, lived-in homes everyday individuals occupy.

Additional critics argue that presenting white as an ideal introduces racial undertones, causing discomfort during current societal dialogues about race and representation.

Sterile or Serene?

Designer Chris Beaumont says the counter-reaction goes beyond surface appeal, noting that white holds deeper meanings and is seldom a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to epitomize "affluence, order and removal from disorder".

He explains that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer personifying "austerity, moral minimalism and the concept that impartiality equals virtue".

The designer references the pandemic as a turning point in how people relate to their homes.

"Almost instantly they became our offices, sanctuaries and sources of stability," he says, adding that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness seems rather disconnected".

Instead of offering calm, he believes white now threatens to intensifying "a feeling of emptiness", especially when combined with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, a Surrey based design expert, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

While it may work in extremely sparse or architectural spaces, she says pure white shades seldom create calm in real homes.

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

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

She continues that "living spaces should elicit happiness and be warm and welcoming, and this hue feels quite distant from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed joyful interior design", using vibrant hues to express personality.

A representative of the Pantone Colour Institute commented that people "have varied interpretations" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, offering a refined neutrality that feels intentional and versatile".

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

Past choices have included the hopefulness of Living Coral, the calm confidence of a deep blue, the energy of Viva Magenta, and more recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on style predictions - they appear in clothing lines, cosmetic products, interiors, product wrapping and even consumer electronics, shaping how products are marketed and how consumers imagine the coming year.

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

In contrast to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "bedrooms and communal spaces where you want a peaceful, calming atmosphere".

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

Interior designer Another professional says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its benefits, noting that white can work particularly well as a backdrop for design features like panelling and curved entries which is a "rising style in modern homes".

In apparel, 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 vibrant colors.

Luxury stylist A styling expert says championing white seems "not focused on newness and more about intention", reflecting a movement towards sophistication after years of fad saturation.

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

But she adds that it also holds assumptions around self-image, way of life and advantage, stating: "If white is viewed as something only a limited subset of people can wear well, it becomes divisive."

She says the industry is already cognizant of the problematic connotations tied to celebrating white as an aspirational standard, especially during continuing conversations about representation and accessibility, and the true challenge will be whether "companies engage with that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Stylist Another expert concedes the choice initially surprised her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and fits within a broader sentiment of "quiet luxury