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For many people who has spent a long time living in rental properties, staring at the same standard-issue magnolia walls and longing 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 chosen white as its annual hue.

To be precise, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "functions as a symbol of calming influence in a society rediscovering the importance of stillness".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and embodies a collective urge to slow down, recalibrate and find calm after years of visual overload.

But some critics have dubbed the decision as "insensitive", suggesting that promoting minimalist and immaculate white spaces can seem far removed from the more compact, lived-in homes the majority occupy.

Additional critics argue that presenting white as an ideal carries subtext related to race, landing uncomfortably during continuing societal discussions about race and representation.

Clinical or Calm?

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

"The color white sends a message," he says, influenced by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to represent "affluence, control and removal from chaos".

He elaborates that white is "not intended to inspire but being careful not to offend", with Cloud Dancer personifying "austerity, virtuous simplicity and the notion that neutrality signifies goodness".

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

"Overnight they became our offices, refuges and sources of stability," he says, noting that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness seems rather tone-deaf".

Instead of providing calm, he believes white now threatens to intensifying "a sense of bleakness", particularly when paired with cool, clinical lighting.

'Hospital Vibes'

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

Although it may work in highly minimal or structural spaces, she says bright whites rarely foster calm in real homes.

"What looks serene in a professional photo can readily seem sterile at home," she explains.

"White can feel harsh and demanding and you wouldn't wish your home to emit clinical feelings."

She adds that "homes should elicit happiness and be inviting and welcoming, and this shade feels quite removed from that."

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour to showcase personality.

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was chosen as it "works seamlessly with everything around it, providing a sophisticated impartiality that feels deliberate and adaptable".

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 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 trend forecasts - they appear in fashion collections, cosmetic products, home decor, product wrapping and even consumer electronics, shaping how products are marketed and how consumers envision the coming year.

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

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, calming atmosphere".

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

Design expert Another professional says although he was surprised that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its benefits, noting that white can work especially effectively as a backdrop for architectural details like wall molding and curved entries which is a "rising style in contemporary houses".

In apparel, white has long been a basic rather than a bold declaration and as a Colour of the Year it presents a different challenge to designers more accustomed to bold shades.

Fashion consultant A styling expert says championing white feels "not focused on newness and more about intention", reflecting a shift towards sophistication after years of trend overloads.

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

But she adds that it also carries presumptions around body confidence, lifestyle and advantage, saying: "When white is viewed as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already cognizant of the uncomfortable undertones tied to celebrating white as an ideal, particularly during ongoing conversations about representation and approachability, and the real test will be whether "brands engage with that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Style consultant Another expert admits the choice initially shocked her, considering Pantone's history of bold colours, but says it mirrors a authentic change and fits within a wider mood of "quiet luxury