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For many people who has spent years renting, confronted by the same landlord-approved beige walls and yearning for adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a direct affront.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "lofty" and "airy" which "acts as a symbol of tranquility in a society re-evaluating the value of quiet reflection".

It represents the first time a pure white has been picked 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 mindset" and signifies a collective yearning to slow down, reset and find calm after years of visual overload.

But some critics have labelled the decision as "Pantonedeaf", suggesting that elevating minimalist and pristine white spaces can seem far removed from the smaller, lived-in homes the majority inhabit.

Additional critics contend that presenting white as aspirational risks subtext related to race, creating unease amid current societal dialogues about race and representation.

Sterile or Serene?

Designer Chris Beaumont says the counter-reaction transcends aesthetics, stating that white holds cultural undertones and is rarely a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to represent "wealth, control and distance from chaos".

He explains that white is "not intended to inspire but being careful not to offend", with Cloud Dancer personifying "austerity, moral minimalism and the concept that impartiality denotes goodness".

The designer cites the global health crisis as a turning point in how people relate to their homes.

"Suddenly they transformed into our workspaces, refuges and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "more aesthetic barrenness seems rather out of step".

Rather than providing calm, he contends white now threatens to heightening "a feeling of emptiness", especially when combined with cool, clinical lighting.

'Sterile Sensations

An interior designer, a UK-based interior designer, agrees and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

While it may work in extremely sparse or architectural spaces, she says bright whites rarely 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 unforgiving and you don't want your home to give a medical atmosphere."

She continues that "homes should spark joy and be warm and welcoming, and this hue seems quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using vibrant hues to express individuality.

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 "integrates perfectly with everything around it, providing a sophisticated impartiality that feels intentional and versatile".

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

Previous selections have featured the optimism of a vibrant pink-orange, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and more recently more gentle, emotionally driven tones like a soft peach.

These colours extend beyond trend forecasts - they show up in clothing lines, beauty launches, home decor, product wrapping and even technology, influencing how products are marketed and how consumers envision the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this specific hue seems soft and elegant rather than stark".

In contrast to those who say the colour is boring, Robinson sees it as "flexible" and says it's best used in "bedrooms and communal spaces where you want a serene, calming ambiance".

"Even if you prefer not to repaint, you can introduce the colour into a room with cushions, throws and drapes."

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 a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its merits, noting that white can work especially effectively as a background for design features like wall molding and arched doorways which is a "rising style in contemporary houses".

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 familiar with vibrant colors.

Luxury stylist A styling expert says elevating white feels "not focused on newness and more concerned with purpose", reflecting a shift towards sophistication after years of trend overloads.

"The color white compels designers and wearers alike to concentrate on form, scale and craftsmanship, there's really nowhere to hide," she explains.

But she continues that it also carries assumptions around body confidence, lifestyle and privilege, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already cognizant of the uncomfortable undertones tied to celebrating white as an aspirational standard, especially during ongoing discussions about representation and approachability, and the real test will be whether "companies engage with that nuance honestly, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice at first shocked her, given Pantone's track record of vibrant hues, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury