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For many people who has spent years renting, staring at the same landlord-approved beige walls and yearning for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a personal attack.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "functions as a emblem of tranquility in a society rediscovering the importance of introspection".

It marks the first time white has been chosen as the Colour of the Year, and it has generated significant controversy.

Per Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a widespread desire to decelerate, reset and achieve serenity after years of sensory saturation.

But some detractors have dubbed the decision as "insensitive", contending that championing sparse and pristine white spaces can feel distant from the more compact, messier homes most people inhabit.

Others argue that presenting white as an ideal introduces racial undertones, creating unease amid current societal discussions about inclusion and diversity.

Clinical or Calm?

Designer Chris Beaumont says the counter-reaction transcends surface appeal, arguing 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 notably Kim Kardashian's austere home – that came to represent "affluence, control and distance from chaos".

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "restraint, virtuous simplicity and the concept that impartiality signifies goodness".

Beaumont points to the pandemic as a defining period in how people relate to their homes.

"Almost instantly they became our workspaces, sanctuaries and emotional anchors," he says, adding that in this context, directing the Colour of the Year towards "more aesthetic barrenness feels rather out of step".

Instead of providing calm, he believes white now risks heightening "a sense of desolation", especially when paired with cool, clinical lighting.

'Hospital Vibes'

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".

Although it may suit highly minimal or structural spaces, she says pure white shades seldom foster calm in everyday living spaces.

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

"White can feel stark and demanding and you don't want your home to emit a medical atmosphere."

She adds that "living spaces should elicit happiness and feel inviting and lived-in, and this hue seems quite removed 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 showcase personality.

The vice president of the Pantone Colour Institute commented that people "have varied interpretations" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, providing a refined neutrality that feels deliberate and versatile".

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

Previous selections have featured the hopefulness of a vibrant pink-orange, the calm confidence of a deep blue, the vibrancy of Viva Magenta, and most recently more gentle, emotionally driven tones like Peach Fuzz.

These colours don't just live on trend forecasts - 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 basic, "this specific hue seems gentle and refined rather than stark".

In contrast to those who say the colour is dull, Robinson sees it as "flexible" and says it's best used in "bedrooms and living areas where you want a peaceful, restful atmosphere".

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

Design expert Another professional says although he was taken aback that Pantone's selection this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its benefits, noting that white can work particularly well as a backdrop for architectural details like panelling and arched doorways which is a "growing trend in modern homes".

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 familiar with bold shades.

Fashion consultant Oriona Robb says elevating white seems "not focused on newness and more about intention", reflecting a shift towards sophistication after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on shape, scale and quality, there's really nowhere to hide," she explains.

But she continues that it also carries assumptions around self-image, way of life and advantage, saying: "If white is viewed as something only a limited subset of people can wear well, it becomes exclusionary."

She says the fashion world is already cognizant of the uncomfortable undertones tied to lauding white as an aspirational standard, especially during ongoing discussions about representation and approachability, and the true challenge will be whether "companies engage with that complexity authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik concedes the choice at first shocked her, given Pantone's track record of vibrant hues, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury