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For anyone who has spent a long time renting, confronted by the same landlord-approved magnolia walls and yearning for adding some actual personality to their home, Pantone's latest Colour of the Year might be perceived as a direct affront.

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

To be precise, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "serves as a emblem of calming influence in a society rediscovering the importance of quiet reflection".

It signifies the initial instance a pure white has been picked as the Colour of the Year, and it has generated significant controversy.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a widespread yearning to decelerate, reset and seek peace after years of visual overload.

But some detractors have branded the decision as "Pantonedeaf", contending that promoting minimalist and immaculate white spaces can seem disconnected from the more compact, lived-in homes everyday individuals call home.

Others propose that positioning white as aspirational risks racial undertones, creating unease within ongoing political and cultural discussions about inclusion and diversity.

Soothing or Stark?

Interior expert One design critic says the counter-reaction goes beyond aesthetics, arguing that white holds cultural undertones and is rarely a neutral choice.

"White is a signal," he says, shaped by a decade of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to epitomize "affluence, order and distance from disorder".

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

Beaumont cites the global health crisis as a pivotal moment in how people interact with their homes.

"Suddenly they became our offices, sanctuaries and sources of stability," he says, noting that in this context, pushing the Colour of the Year towards "further visual emptiness feels rather tone-deaf".

Rather than providing calm, he believes white now threatens to heightening "a feeling of desolation", particularly when combined with harsh, sterile lighting.

'Hospital Vibes'

An interior designer, a UK-based design expert, concurs and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

While it may work in highly minimal or architectural spaces, she says pure white shades seldom foster calm in real homes.

"An image of tranquility in a professional photo can easily seem clinical at home," she clarifies.

"The color white may seem stark and demanding and you wouldn't wish your home to give hospital vibes."

She adds that "homes should elicit happiness and feel warm and welcoming, and this hue feels quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale joyful interior design", using colour to express personality.

A representative of the Pantone Colour Institute commented 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 seems deliberate and versatile".

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

Previous selections have included the optimism of a vibrant pink-orange, the calm confidence of a deep blue, the energy of Viva Magenta, and most recently softer, emotionally driven tones like Peach Fuzz.

These hues extend beyond style predictions - they show up in fashion collections, beauty launches, interiors, packaging and even consumer electronics, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this specific hue seems gentle and elegant rather than severe".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a serene, restful atmosphere".

"Even if you prefer not to repaint, you can incorporate the colour into a room with pillows, blankets and curtains."

Interior designer Another professional says although he was taken aback that Pantone's pick 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 not a top choice".

He can see its merits, noting that white can work especially effectively as a background for architectural details like wall molding and curved entries which is a "growing trend in contemporary houses".

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

Luxury stylist A styling expert says championing white feels "less about novelty and more concerned with purpose", reflecting a movement towards sophistication after years of fad saturation.

"The color white compels designers and those who wear it alike to concentrate on shape, scale and quality, there's really nowhere to hide," she clarifies.

But she adds that it also holds assumptions around self-image, lifestyle and privilege, saying: "If white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already aware of the problematic connotations associated with lauding white as an ideal, especially during continuing discussions about representation and accessibility, and the real test will be whether "brands engage with that nuance honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik concedes the choice initially surprised her, given Pantone's track record of bold colours, but says it reflects a authentic change and fits within a wider mood of "quiet luxury