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For many people who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might feel like a personal attack.

This time around, the renowned color company has designated white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white described as "elevated" and "billowy" which "functions as a symbol of calming influence in a society re-learning the worth of introspection".

It marks the initial instance white has been picked as the Colour of the Year, and it has generated significant controversy.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a shared yearning to slow down, recalibrate and seek peace after years of sensory saturation.

But some critics have branded the decision as "insensitive", suggesting that elevating sparse and pristine white spaces can seem far removed from the more compact, lived-in homes everyday individuals call home.

Others contend that presenting white as an ideal carries subtext related to race, creating unease during ongoing societal dialogues about inclusion and diversity.

Soothing or Stark?

Interior expert One design critic says the counter-reaction goes beyond aesthetics, noting that white bears societal connotations 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 stripped-back home – that came to epitomize "affluence, control and removal from disorder".

He clarifies that white is "not intended to inspire but taking care not to offend", with Cloud Dancer embodying "austerity, virtuous simplicity and the notion that impartiality equals goodness".

Beaumont points to the global health crisis as a pivotal moment in how people relate to their homes.

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

Instead of offering calm, he believes white now risks amplifying "a sense of bleakness", particularly when combined with cool, clinical lighting.

'A Clinical Atmosphere

An interior designer, a UK-based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

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

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

"White can feel stark and unforgiving and you wouldn't wish your home to emit clinical feelings."

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

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour to showcase individuality.

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, offering a sophisticated impartiality that feels deliberate and adaptable".

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

Previous selections have featured the hopefulness of Living Coral, the calm confidence of Classic Blue, the vibrancy of a bold pink-red, and most recently softer, emotionally driven tones like a soft peach.

These hues extend beyond style predictions - they appear in fashion collections, beauty launches, interiors, packaging and even technology, influencing how products are sold and how consumers envision the coming year.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may appear basic, "this specific hue seems soft and refined rather than severe".

In contrast to those who say the colour is dull, the expert sees it as "adaptable" and says it's best used in "bedrooms and living areas 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 curtains."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "fundamentally the lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its merits, noting that white can work especially effectively as a background for architectural details like panelling and arched doorways which is a "growing trend in modern homes".

In apparel, white has long been a staple rather than a bold declaration and as a Colour of the Year it poses a unique test to designers more accustomed to vibrant colors.

Luxury stylist Oriona Robb says elevating white seems "not focused on newness and more about intention", indicating a shift towards refinement after years of trend overloads.

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

But she continues that it also holds presumptions around self-image, way of life and privilege, saying: "When white is treated as something only a narrow group of people can pull off, it becomes divisive."

She says the industry is already aware of the problematic connotations associated with lauding white as an aspirational standard, particularly during ongoing discussions about representation and approachability, and the real test will be whether "brands address that complexity honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik concedes the choice initially surprised her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and aligns with a broader sentiment of "quiet luxury