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For anyone who has spent years living in rental properties, confronted by the same landlord-approved magnolia walls and longing for injecting personal style to their home, Pantone's latest Colour of the Year might feel like a direct affront.

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

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

It represents the initial instance a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "is not just a colour, it's a state of being" and embodies a collective yearning to slow down, recalibrate and achieve serenity after years of sensory saturation.

But some commentators have branded the decision as "Pantonedeaf", contending that promoting minimalist and immaculate white spaces can feel far removed from the smaller, lived-in homes most people occupy.

Some observers argue that positioning white as an ideal introduces subtext related to race, causing discomfort within continuing societal conversations about inclusion and diversity.

Soothing or Stark?

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

"White is a signal," he says, shaped by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to represent "affluence, control and removal from chaos".

He explains that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer embodying "austerity, virtuous simplicity and the notion that impartiality denotes goodness".

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

"Almost instantly they became our offices, refuges and emotional anchors," he says, stating that against this backdrop, pushing the Colour of the Year towards "more aesthetic barrenness feels rather tone-deaf".

Instead of providing calm, he believes white now risks intensifying "a sense of emptiness", especially when paired with harsh, sterile lighting.

'Hospital Vibes'

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

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

"An image of tranquility in a styled shoot can readily feel sterile at home," she clarifies.

"The color white may seem harsh and unforgiving and you don't want your home to give hospital vibes."

She continues that "homes should spark joy and feel warm and lived-in, and this shade feels quite distant from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "full-scale dopamine décor", using vibrant hues to express personality.

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

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

Past choices have included the optimism of Living Coral, the serene assurance of Classic Blue, the energy of Viva Magenta, and more recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on trend forecasts - they appear in clothing lines, beauty launches, home decor, product wrapping and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear basic, "this particular shade seems gentle and elegant rather than severe".

In contrast to those who say the colour is boring, the expert sees it as "flexible" and says it's best used in "sleeping quarters and communal spaces where you want a peaceful, restful atmosphere".

"Should you prefer not to redecorate, you can introduce the colour into a room with cushions, blankets and drapes."

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's not a top choice".

He can see its benefits, noting that white can work particularly well as a backdrop for design features like wall molding and curved entries which is a "growing trend in modern homes".

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

Fashion consultant Oriona Robb says championing white feels "less about novelty and more concerned with purpose", reflecting a movement towards sophistication after years of fad saturation.

"The color white compels designers and those who wear it alike to focus on shape, proportion and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also holds presumptions around body confidence, 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 industry is already cognizant of the uncomfortable undertones tied to lauding white as an aspirational standard, especially amid continuing discussions about inclusion and accessibility, and the true challenge will be whether "brands address that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik admits the choice initially shocked her, given Pantone's track record of bold colours, but says it reflects a genuine shift and aligns with a wider mood of "quiet luxury