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For anyone who has spent a long time renting, confronted by the same standard-issue beige walls and yearning for adding some actual personality to their home, Pantone's latest Colour of the Year might feel like a personal attack.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "serves as a symbol of calming influence in a society re-evaluating the value of stillness".

It marks the first time a pure white has been picked as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and reflects a widespread urge to slow down, reset and seek peace after years of sensory saturation.

But some critics have labelled the decision as "Pantonedeaf", suggesting that promoting minimalist and immaculate white spaces can seem far removed from the smaller, messier homes the majority call home.

Some observers contend that presenting white as an ideal introduces subtext related to race, landing uncomfortably during current societal discussions about inclusion and diversity.

Clinical or Calm?

Interior expert One design critic says the counter-reaction goes beyond 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 "wealth, order and removal from chaos".

He clarifies that white is "not intended to inspire but taking care not to offend", with Cloud Dancer representing "austerity, moral minimalism and the notion that neutrality signifies goodness".

Beaumont points to the pandemic as a pivotal moment in how people interact with their homes.

"Overnight they became our offices, refuges and emotional anchors," he says, noting that against this backdrop, directing the Colour of the Year towards "more visual emptiness seems rather disconnected".

Rather than providing calm, he believes white now risks intensifying "a feeling of emptiness", especially when paired with cool, clinical lighting.

'A Clinical Atmosphere

Lara Clark, a UK-based design expert, agrees 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 pure white shades seldom foster calm in everyday living spaces.

"What looks serene in a professional photo can easily feel clinical at home," she explains.

"White can feel harsh and unforgiving and you don't want your home to emit hospital vibes."

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

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale joyful interior design", using colour to express individuality.

A representative 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, offering a sophisticated impartiality that feels deliberate and versatile".

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

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently more gentle, emotionally driven tones like Peach Fuzz.

These colours extend beyond style predictions - they show up in clothing lines, beauty launches, interiors, packaging and even technology, 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 basic, "this particular shade seems soft and elegant rather than stark".

Contrary to those who say the colour is dull, Robinson sees it as "flexible" and says it's best used in "sleeping quarters and living areas 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 curtains."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "fundamentally 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, explaining 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 apparel, white has long been a staple rather than a statement and as a Colour of the Year it presents a unique test to designers more accustomed to bold shades.

Fashion consultant A styling expert says championing white seems "less about novelty and more about intention", reflecting a shift towards sophistication after years of trend overloads.

"The color white compels designers and wearers alike to concentrate on form, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she continues that it also holds presumptions around self-image, way of life and privilege, saying: "If white is treated as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already aware of the problematic connotations tied to celebrating white as an aspirational standard, particularly during continuing conversations about representation and accessibility, and the real test will be whether "companies engage with that complexity honestly, or simply aestheticise the colour".

A Reflection of the Times

Stylist Another expert concedes the choice at first surprised her, given Pantone's track record of bold colours, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury