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For anyone who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might feel like a disappointing choice.

This year, the influential color company has selected a shade of white as its premier hue.

In detail, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "acts as a symbol of calming influence in a society re-learning the importance of quiet reflection".

It represents the initial instance white has been chosen as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "represents more than a hue, it's a state of being" and reflects a shared desire to decelerate, recalibrate and find calm after years of visual overload.

But some detractors have labelled the decision as "Pantonedeaf", contending that elevating sparse and pristine white spaces can feel far removed from the more compact, lived-in homes everyday individuals inhabit.

Some observers propose that framing white as aspirational carries subtext related to race, creating unease amid continuing political and cultural discussions about race and representation.

Sterile or Serene?

Interior expert Chris Beaumont says the backlash transcends surface appeal, stating that white bears cultural undertones 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 represent "affluence, control and removal from disorder".

He clarifies that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer embodying "austerity, virtuous simplicity and the notion that impartiality signifies goodness".

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

"Overnight they became our offices, refuges and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "further aesthetic barrenness feels rather disconnected".

Rather than providing calm, he contends white now risks amplifying "a sense of emptiness", especially when paired with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, a Surrey based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

Although it may suit extremely sparse or architectural spaces, she says pure white shades seldom create calm in everyday living spaces.

"What looks serene in a styled shoot can readily feel sterile at home," she explains.

"White can feel harsh and unforgiving and you wouldn't wish your home to give hospital vibes."

She adds that "homes should elicit happiness and feel warm and lived-in, and this hue seems quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using vibrant hues to showcase personality.

A representative of the Pantone Colour Institute commented 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 sophisticated impartiality that feels deliberate and versatile".

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

Previous selections have featured the hopefulness of a vibrant pink-orange, the calm confidence of a deep blue, the energy of Viva Magenta, and most recently softer, feeling-based tones like a soft peach.

These hues extend beyond style predictions - they show up in fashion collections, beauty launches, interiors, packaging and even technology, shaping how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may appear basic, "this specific hue seems soft and elegant rather than severe".

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

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

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

He can see its benefits, noting that white can work especially effectively as a background for architectural details like wall molding and arched doorways which is a "growing trend in modern homes".

In apparel, 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 seems "not focused on newness 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 concentrate on form, scale and quality, there's really no room for error," she clarifies.

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

She says the industry is already cognizant of the problematic connotations tied to celebrating white as an ideal, especially amid continuing conversations about inclusion and accessibility, and the true challenge will be whether "brands address that complexity authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Katie Malik admits the choice at first shocked her, considering Pantone's track record of bold colours, but says it reflects a authentic change and aligns with a broader sentiment of "quiet luxury