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For those who has spent years living in rental properties, staring at the same landlord-approved magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

In detail, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "serves as a symbol of calming influence in a society rediscovering the importance of introspection".

It signifies the first time a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

Per Pantone, Cloud Dancer "transcends mere pigment, it's a mindset" and signifies a shared desire to slow down, recalibrate and achieve serenity after years of aesthetic chaos.

But some detractors have dubbed the decision as "insensitive", suggesting that elevating minimalist and immaculate white spaces can seem distant from the smaller, lived-in homes the majority call home.

Some observers argue that framing white as aspirational risks racial undertones, landing uncomfortably amid continuing societal discussions about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the counter-reaction goes beyond surface appeal, stating that white carries societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a ten-year period of minimalist celebrity interiors – most famously Kim Kardashian's stripped-back home – that came to symbolize "wealth, control and distance from disorder".

He elaborates that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer personifying "restraint, moral minimalism and the idea that neutrality denotes goodness".

The designer references the pandemic as a pivotal moment in how people perceive their homes.

"Suddenly they transformed into our workspaces, sanctuaries and emotional anchors," he says, stating that in this context, pushing the Colour of the Year towards "further aesthetic barrenness seems rather disconnected".

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

'Hospital Vibes'

Lara Clark, a Surrey based design expert, concurs and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

Although it may suit extremely sparse or architectural spaces, she says bright whites rarely foster calm in real homes.

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

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

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

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using colour to express individuality.

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 "integrates perfectly 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 significant trend indicator.

Past choices have included the hopefulness of Living Coral, the serene assurance of Classic Blue, the vibrancy of Viva Magenta, and more recently more gentle, emotionally driven tones like a soft peach.

These hues extend beyond trend forecasts - they show up in clothing lines, beauty launches, interiors, product wrapping and even technology, influencing how products are marketed and how consumers imagine the year ahead.

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

Contrary to those who say the colour is boring, the expert 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 cushions, throws and drapes."

Interior designer 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, explaining that white can work particularly well as a backdrop for design features like panelling and arched doorways which is a "growing trend in modern homes".

In fashion, white has long been a basic rather than a statement and as a Colour of the Year it presents a different challenge to designers more accustomed to vibrant colors.

Luxury stylist A styling expert says elevating white seems "not focused on newness and more about intention", reflecting a shift towards refinement after years of trend overloads.

"White forces designers and wearers alike to focus on shape, proportion and craftsmanship, there's really nowhere to hide," she clarifies.

But she continues that it also carries presumptions around body confidence, way of life and privilege, stating: "When white is treated as something only a narrow group of people can pull off, it becomes exclusionary."

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

A Cultural Mood, Not a Trend

Style consultant Another expert concedes the choice initially surprised her, considering Pantone's track record of bold colours, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury