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For anyone who has spent a long time living in rental properties, staring at the same landlord-approved beige walls and yearning for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a direct affront.

This year, the renowned color company has designated white as its annual hue.

In detail, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "functions as a emblem of tranquility in a society re-evaluating the importance of stillness".

It represents the first time a pure white has been chosen as the Colour of the Year, and it has sparked considerable debate.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a mindset" and reflects a collective desire to slow down, reset and seek peace after years of aesthetic chaos.

But some detractors have dubbed the decision as "Pantonedeaf", contending that promoting minimalist and immaculate white spaces can seem distant from the smaller, messier homes the majority inhabit.

Additional critics argue that positioning white as an ideal risks subtext related to race, creating unease amid continuing societal dialogues about race and representation.

Clinical or Calm?

Designer Chris Beaumont says the counter-reaction goes beyond aesthetics, stating that white bears cultural undertones and is rarely a neutral choice.

"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to symbolize "wealth, control and removal from disorder".

He explains that white is "not intended to inspire but being careful not to offend", with Cloud Dancer personifying "restraint, moral minimalism and the concept that impartiality equals goodness".

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

"Almost instantly they transformed into our offices, refuges and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "more aesthetic barrenness feels rather disconnected".

Rather than providing calm, he believes white now risks intensifying "a sense of desolation", particularly when combined with cool, clinical lighting.

'Hospital Vibes'

An interior designer, a Surrey based interior designer, agrees 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 seldom create calm in everyday living spaces.

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

"White can feel stark and demanding and you don't want your home to give hospital vibes."

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

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour to express personality.

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the meaning of the colour, but it was selected as it "works seamlessly 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 powerful industry signal.

Previous selections have featured the hopefulness of Living Coral, the serene assurance of Classic Blue, the energy of a bold pink-red, and most recently more gentle, emotionally driven tones like a soft peach.

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

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

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 atmosphere".

"Should you prefer not to redecorate, you can introduce the colour into a room with cushions, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like a basic flavor, in that "it is universally accepted but it's not a top choice".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like panelling and arched doorways which is a "growing trend in contemporary houses".

In apparel, white has long been a staple 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 A styling expert says elevating 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 wearers alike to concentrate on shape, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also carries assumptions around body confidence, lifestyle and advantage, stating: "If white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the fashion world is already cognizant of the uncomfortable undertones tied to lauding white as an aspirational standard, especially during continuing conversations about representation and accessibility, and the true challenge will be whether "companies address that complexity authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice initially shocked her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury