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For those 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 latest Colour of the Year might seem like a direct affront.

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

In detail, the shade is called Cloud Dancer – a white described as "elevated" and "airy" which "acts as a emblem of tranquility in a society rediscovering the value of quiet reflection".

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

Per Pantone, Cloud Dancer "represents more than a hue, it's a state of being" and embodies a widespread urge to decelerate, recalibrate and achieve serenity after years of sensory saturation.

But some commentators have labelled the decision as "Pantonedeaf", arguing that elevating sparse and pristine white spaces can seem distant from the smaller, lived-in homes the majority call home.

Others contend that positioning white as an ideal carries subtext related to race, landing uncomfortably within ongoing political and cultural conversations about race and representation.

Soothing or Stark?

Designer One design critic says the backlash goes beyond aesthetics, stating that white bears societal connotations and is seldom a innocuous choice.

"White is a signal," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to represent "wealth, order and removal from chaos".

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "austerity, moral minimalism and the notion that neutrality signifies virtue".

The designer cites the pandemic as a defining period in how people relate to their homes.

"Suddenly they became our offices, refuges and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "more visual emptiness seems rather tone-deaf".

Instead of offering calm, he believes white now threatens to intensifying "a sense of desolation", particularly when combined with cool, clinical lighting.

'A Clinical Atmosphere

Lara Clark, a UK-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 extremely sparse or architectural spaces, she says bright whites rarely foster calm in everyday living spaces.

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

"The color white may seem harsh and demanding and you wouldn't wish your home to give clinical feelings."

She adds that "homes should spark joy and feel warm and welcoming, and this shade feels quite distant from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using vibrant hues to express individuality.

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the meaning of the colour, but it was chosen as it "integrates perfectly with everything around it, providing a refined neutrality that seems deliberate and versatile".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a powerful trend indicator.

Past choices have featured the hopefulness of Living Coral, the serene assurance of a deep blue, the vibrancy of Viva Magenta, and most recently more gentle, emotionally driven tones like a soft peach.

These colours don't just live on trend forecasts - they show up in clothing lines, beauty launches, interiors, product wrapping and even consumer electronics, shaping how products are sold and how consumers imagine the coming year.

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

In contrast to those who say the colour is dull, the expert sees it as "flexible" and says it's best used in "bedrooms and living areas where you want a peaceful, calming ambiance".

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

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "fundamentally the absence of colour", it is a bit like vanilla ice cream, in that "it is universally accepted but it's not a top choice".

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 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 bold shades.

Luxury stylist Oriona Robb says championing white feels "not focused on newness and more concerned with purpose", reflecting a shift towards sophistication after years of fad saturation.

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

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

She says the fashion world is already aware of the problematic connotations tied to lauding white as an ideal, especially during continuing discussions about representation and approachability, and the real test will be whether "brands address that complexity authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice initially shocked her, given Pantone's track record of bold colours, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury