🔗 Share this article

For many people who has spent years renting, staring at the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

This time around, the renowned color company has selected a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white characterized as "lofty" and "airy" which "serves as a emblem of calming influence in a society re-learning the worth of stillness".

It represents 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 "is not just a colour, it's a philosophy" and embodies a widespread urge to decelerate, recalibrate and achieve serenity after years of visual overload.

But some critics have branded the decision as "insensitive", arguing that elevating sparse and immaculate white spaces can seem disconnected from the more compact, lived-in homes everyday individuals occupy.

Some observers propose that positioning white as aspirational introduces racial undertones, creating unease amid continuing societal conversations about race and representation.

Soothing or Stark?

Interior expert Chris Beaumont says the backlash transcends surface appeal, arguing that white carries deeper meanings and is seldom 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 symbolize "wealth, order and removal from chaos".

He clarifies that white is "not intended to inspire but taking care not to offend", with Cloud Dancer representing "austerity, moral minimalism and the notion that neutrality equals virtue".

Beaumont cites the pandemic as a pivotal moment in how people relate to their homes.

"Suddenly they became our workspaces, sanctuaries and emotional anchors," he says, adding that against this backdrop, pushing the Colour of the Year towards "more aesthetic barrenness seems rather out of step".

Instead of offering calm, he believes white now risks amplifying "a feeling of desolation", particularly when combined with harsh, sterile lighting.

'Sterile Sensations

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

While it may suit highly minimal or structural spaces, she says bright whites seldom create calm in everyday living spaces.

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

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

She continues that "homes should elicit happiness and be warm and lived-in, and this shade feels quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using colour to showcase personality.

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

Beginning in 2000, Pantone's Colour of the Year has evolved into a significant industry signal.

Past choices have featured the optimism of Living Coral, the calm confidence of a deep blue, the energy of a bold pink-red, and more recently more gentle, feeling-based tones like Peach Fuzz.

These colours don't just live on trend forecasts - they show up in clothing lines, beauty launches, home decor, packaging and even technology, shaping how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue seems soft and elegant rather than stark".

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 ambiance".

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

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it 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 arched doorways which is a "rising style in modern homes".

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

Fashion consultant Oriona Robb says championing white feels "less about novelty and more about intention", reflecting a shift towards refinement after years of fad saturation.

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

But she adds that it also holds assumptions around self-image, lifestyle and advantage, stating: "When white is treated as something only a limited subset of people can wear well, it becomes exclusionary."

She says the fashion world is already aware of the uncomfortable undertones associated with lauding white as an aspirational standard, particularly during continuing conversations about inclusion and approachability, and the real test will be whether "brands engage with that complexity honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik concedes the choice initially shocked her, considering Pantone's track record of bold colours, but says it mirrors a authentic change and aligns with a broader sentiment of "quiet luxury