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For anyone who has spent years living in rental properties, confronted by the same landlord-approved magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might seem like a disappointing choice.

This time around, the influential color company has chosen white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "serves as a emblem of tranquility in a society re-learning the value of quiet reflection".

It represents the initial instance a pure white has been honored as the Colour of the Year, and it has raised more than a few eyebrows.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and embodies a collective desire to decelerate, reset and achieve serenity after years of aesthetic chaos.

But some commentators have branded the decision as "insensitive", suggesting that elevating minimalist and immaculate white spaces can feel disconnected from the more compact, messier homes everyday individuals inhabit.

Some observers contend that presenting white as aspirational carries subtext related to race, causing discomfort within ongoing political and cultural dialogues about inclusion and diversity.

Sterile or Serene?

Interior expert One design critic says the backlash transcends surface appeal, noting that white holds cultural undertones and is seldom a neutral choice.

"The color white sends a message," he says, shaped by a decade of minimalist celebrity interiors – most famously Kim Kardashian's stripped-back home – that came to symbolize "affluence, control and removal from chaos".

He clarifies that white is "not intended to inspire but being careful not to offend", with Cloud Dancer representing "austerity, virtuous simplicity and the idea that neutrality equals goodness".

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

"Suddenly they became our offices, refuges and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "further visual emptiness feels rather out of step".

Rather than offering calm, he contends white now risks amplifying "a feeling of emptiness", particularly when paired with cool, clinical lighting.

'Hospital Vibes'

Lara Clark, a UK-based interior designer, agrees and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

Although it may suit extremely sparse or architectural spaces, she says pure white shades rarely foster calm in everyday living spaces.

"What looks serene in a styled shoot can easily feel sterile at home," she clarifies.

"White can feel harsh and unforgiving and you wouldn't wish your home to give hospital vibes."

She continues that "living spaces should elicit happiness and feel inviting and welcoming, and this hue seems quite distant from that."

Beaumont 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 stated that people "have varied interpretations" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, offering a sophisticated impartiality that feels deliberate and adaptable".

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

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of a deep blue, the energy of Viva Magenta, and most recently more gentle, feeling-based tones like Peach Fuzz.

These hues extend beyond style predictions - they appear in fashion collections, beauty launches, interiors, product wrapping 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 gentle 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, restful ambiance".

"Should you prefer not to repaint, you can incorporate the colour into a room with pillows, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "fundamentally the lack of pigment", 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 particularly well as a backdrop for architectural details like panelling and curved entries which is a "rising style in contemporary houses".

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

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

"The color white compels designers and wearers alike to focus on form, proportion and quality, there's really no room for error," she clarifies.

But she adds that it also carries presumptions around self-image, way of life and privilege, stating: "When white is viewed as something only a limited subset of people can wear well, it becomes divisive."

She says the industry is already aware of the problematic connotations tied to lauding white as an ideal, especially amid ongoing conversations about inclusion and approachability, and the true challenge will be whether "brands address that complexity authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Katie Malik admits the choice at first shocked her, considering Pantone's history of bold colours, but says it mirrors a authentic change and aligns with a wider mood of "quiet luxury