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For those who has spent years living in rental properties, confronted by the same landlord-approved beige walls and dreaming of injecting personal style to their home, Pantone's new Colour of the Year might seem like a personal attack.

This year, the renowned color company has selected a shade of white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "acts as a emblem of calming influence in a society re-evaluating the value of quiet reflection".

It marks the first time a pure 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 mindset" and embodies a widespread yearning to slow down, reset and find calm after years of aesthetic chaos.

But some critics have dubbed the decision as "out of touch", suggesting that elevating minimalist and pristine white spaces can seem far removed from the smaller, messier homes the majority call home.

Others propose that presenting white as aspirational risks racial undertones, causing discomfort within continuing political and cultural discussions about inclusion and diversity.

Clinical or Calm?

Interior expert One design critic says the backlash goes beyond aesthetics, arguing that white holds societal connotations and is rarely 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 epitomize "wealth, order and removal from chaos".

He explains that white is "not intended to inspire but taking care not to cause upset", with Cloud Dancer representing "restraint, virtuous simplicity and the idea that neutrality signifies virtue".

The designer points to the pandemic as a turning point in how people interact with their homes.

"Almost instantly they transformed into our workspaces, refuges and emotional anchors," he says, stating that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness feels rather disconnected".

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

'Hospital Vibes'

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

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

"What looks serene in a styled shoot can readily feel clinical at home," she explains.

"White can feel stark and demanding and you don't want your home to give hospital vibes."

She continues that "living spaces should spark joy and be warm and welcoming, and this shade feels quite removed from that."

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

The vice president 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, offering a refined neutrality that feels deliberate and versatile".

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

Previous selections have featured the hopefulness of a vibrant pink-orange, the serene assurance of a deep blue, the energy of a bold pink-red, and more recently softer, feeling-based tones like Peach Fuzz.

These colours extend beyond trend forecasts - they show up in clothing lines, cosmetic products, interiors, packaging and even consumer electronics, influencing how products are sold and how consumers envision the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear basic, "this specific hue feels soft and elegant rather than severe".

Contrary to those who say the colour is boring, the expert sees it as "flexible" and says it's best used in "bedrooms and communal spaces where you want a peaceful, calming atmosphere".

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

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for design features like wall molding and arched doorways which is a "growing trend in contemporary houses".

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 accustomed to vibrant colors.

Luxury stylist A styling expert says championing white seems "not focused on newness and more about intention", indicating a shift towards sophistication after years of trend overloads.

"White forces designers and those who wear it alike to focus on form, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also carries assumptions around body confidence, 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 aware of the uncomfortable undertones tied to celebrating white as an ideal, particularly during continuing discussions about representation and accessibility, and the true challenge will be whether "companies engage with that complexity authentically, or simply glamorize the colour".

A Reflection of the Times

Stylist Katie Malik concedes the choice initially surprised her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and aligns with a wider mood of "quiet luxury