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

This year, the renowned color company has chosen white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white touted as "elevated" and "airy" which "acts as a symbol of tranquility in a society re-evaluating the importance of stillness".

It represents the first time a pure white has been honored 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 philosophy" and signifies a widespread desire to slow down, recalibrate and achieve serenity after years of sensory saturation.

But some critics have branded the decision as "Pantonedeaf", contending that promoting minimalist and pristine white spaces can seem disconnected from the smaller, lived-in homes most people occupy.

Some observers contend that positioning white as aspirational risks subtext related to race, landing uncomfortably within ongoing political and cultural dialogues about race and representation.

Sterile or Serene?

Interior expert Chris Beaumont says the criticism transcends surface appeal, arguing that white carries societal connotations 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 represent "affluence, order and distance from chaos".

He clarifies that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "restraint, moral minimalism and the idea that neutrality equals virtue".

Beaumont cites the pandemic as a pivotal moment in how people perceive their homes.

"Almost instantly they transformed into our workspaces, refuges and sources of stability," he says, noting that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness seems rather tone-deaf".

Rather than providing calm, he contends white now threatens to heightening "a feeling of bleakness", particularly when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a UK-based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

Although it may work in extremely sparse or architectural spaces, she says pure white shades rarely foster calm in everyday living spaces.

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

"White can feel stark and demanding and you don't want your home to give a medical atmosphere."

She continues that "living spaces should spark joy and feel inviting and lived-in, and this shade feels quite distant from that."

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

The vice president of the Pantone Colour Institute stated that people "have varied interpretations" to the meaning of the colour, but it was chosen as it "integrates perfectly with everything around it, providing a sophisticated impartiality that seems intentional and versatile".

Beginning in 2000, Pantone's Colour of the Year has become a powerful industry signal.

Past choices have featured the optimism of Living Coral, the calm confidence of a deep blue, the vibrancy of a bold pink-red, and most recently softer, feeling-based tones like Peach Fuzz.

These colours extend beyond style predictions - they show up in clothing lines, cosmetic products, interiors, product wrapping and even technology, influencing how products are sold and how consumers envision the coming year.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this particular shade feels soft and elegant rather than stark".

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

"Should you don't want to repaint, you can introduce the colour into a room with cushions, blankets and drapes."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick 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 design features like wall molding and curved entries which is a "rising style in contemporary houses".

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 familiar with vibrant colors.

Luxury stylist A styling expert says championing white feels "not focused on newness and more concerned with purpose", indicating a shift towards sophistication after years of trend overloads.

"The color white compels designers and those who wear it alike to concentrate on shape, scale and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also holds presumptions around body confidence, way of life 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 aware of the problematic connotations associated with lauding white as an ideal, especially amid ongoing conversations about inclusion and accessibility, and the real test will be whether "companies engage with that nuance honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik concedes the choice at first surprised her, considering Pantone's history of bold colours, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury