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For anyone who has spent a long time living in rental properties, staring at the same standard-issue beige walls and yearning for 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 designated a shade of white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "billowy" which "acts as a symbol of calming influence in a society rediscovering the value of stillness".

It signifies the initial instance white has been chosen 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 signifies a collective desire to decelerate, reset and achieve serenity after years of sensory saturation.

But some detractors have dubbed the decision as "out of touch", contending that promoting minimalist and pristine white spaces can feel far removed from the smaller, lived-in homes the majority inhabit.

Others argue that positioning white as aspirational risks subtext related to race, landing uncomfortably during continuing societal dialogues about inclusion and diversity.

Sterile or Serene?

Designer Chris Beaumont says the criticism goes beyond surface appeal, stating that white holds cultural undertones and is seldom a innocuous choice.

"White is a signal," he says, influenced by a decade of minimalist celebrity interiors – most famously Kim Kardashian's stripped-back home – that came to symbolize "wealth, control and distance from chaos".

He elaborates that white is "not intended to inspire but taking care not to offend", with Cloud Dancer embodying "restraint, moral minimalism and the concept that neutrality equals virtue".

The designer cites the pandemic as a turning point in how people perceive their homes.

"Almost instantly they became our offices, refuges and emotional anchors," he says, noting that against this backdrop, pushing the Colour of the Year towards "more visual emptiness feels rather out of step".

Rather than providing calm, he argues white now risks heightening "a sense of emptiness", especially when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a UK-based design expert, concurs and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

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

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

"The color white may seem harsh and unforgiving and you don't want your home to emit clinical feelings."

She adds that "homes should elicit happiness and feel inviting and lived-in, and this shade seems quite distant 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 refined neutrality that feels intentional and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a significant trend indicator.

Past choices have featured the hopefulness of Living Coral, the calm confidence of a deep blue, the vibrancy of Viva Magenta, and most recently softer, feeling-based tones like a soft peach.

These hues don't just live on trend forecasts - they appear in clothing lines, beauty launches, home decor, product wrapping and even consumer electronics, influencing how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this particular shade feels soft and elegant rather than stark".

In contrast to those who say the colour is boring, Robinson 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 prefer not 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 selection this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "it is universally accepted but it's nobody's favourite".

He can see its merits, explaining that white can work especially effectively as a background for architectural details like wall molding and curved entries which is a "rising style in modern homes".

In apparel, 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 familiar with vibrant colors.

Luxury stylist A styling expert says championing white seems "not focused on newness and more concerned with purpose", indicating a movement towards refinement after years of trend overloads.

"The color white compels designers and those who wear it alike to concentrate on shape, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also carries presumptions around self-image, lifestyle and privilege, saying: "When white is viewed 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 ideal, especially during ongoing discussions about representation and approachability, and the true challenge will be whether "brands address that complexity authentically, or simply glamorize the colour".

A Cultural Mood, Not a Trend

Style consultant Another expert concedes the choice at first 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