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For many people who has spent a long time living in rental properties, staring at the same landlord-approved beige walls and longing for injecting personal style to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

This year, the influential color company has chosen white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "acts as a symbol of tranquility in a society re-evaluating the value of introspection".

It signifies the first time a pure white has been picked as the Colour of the Year, and it has generated significant controversy.

As stated by Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and reflects a shared urge to decelerate, reset and find calm after years of visual overload.

But some detractors have dubbed the decision as "insensitive", arguing that championing sparse and pristine white spaces can feel far removed from the smaller, lived-in homes everyday individuals inhabit.

Others propose that framing white as aspirational carries subtext related to race, creating unease amid current political and cultural discussions about race and representation.

Soothing or Stark?

Designer Chris Beaumont says the counter-reaction goes beyond surface appeal, stating that white carries deeper meanings and is rarely a neutral choice.

"The color white sends a message," he says, shaped by a ten-year period of minimalist celebrity interiors – most notably Kim Kardashian's stripped-back home – that came to epitomize "affluence, control and removal from disorder".

He elaborates that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer representing "restraint, moral minimalism and the concept that neutrality denotes virtue".

The designer points to the global health crisis as a defining period in how people perceive their homes.

"Overnight they became our offices, sanctuaries and emotional anchors," he says, noting that in this context, directing the Colour of the Year towards "further visual emptiness feels rather tone-deaf".

Rather than offering calm, he argues white now risks intensifying "a feeling of bleakness", particularly when combined with cool, clinical lighting.

'A Clinical Atmosphere

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

Although it may work in highly minimal or architectural spaces, she says pure white shades rarely create calm in everyday living spaces.

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

"White can feel harsh and unforgiving and you wouldn't wish your home to emit a medical atmosphere."

She continues that "living spaces should elicit happiness and feel warm and lived-in, and this hue feels quite removed from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed dopamine décor", using vibrant hues to express personality.

A representative of the Pantone Colour Institute stated 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 refined neutrality that feels intentional and adaptable".

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

Past choices have included the hopefulness of Living Coral, the calm confidence of Classic Blue, the vibrancy of Viva Magenta, and most recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on trend forecasts - they appear in fashion collections, beauty launches, interiors, product wrapping and even consumer electronics, shaping how products are sold and how consumers envision the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem basic, "this particular shade feels soft and elegant rather than severe".

Contrary to those who say the colour is boring, the expert sees it as "flexible" and says it's best used in "sleeping quarters and living areas where you want a serene, restful atmosphere".

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

Interior designer James Mellan-Matulewicz says although he was taken aback 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 particularly well as a background for design features like wall molding and arched doorways which is a "rising style in contemporary houses".

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

"White forces designers and wearers alike to focus on shape, proportion and quality, there's really no room for error," she explains.

But she adds that it also holds presumptions around self-image, lifestyle and advantage, saying: "If white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already cognizant of the problematic connotations associated with lauding white as an ideal, particularly during ongoing conversations about inclusion and accessibility, and the true challenge will be whether "brands address that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Katie Malik admits the choice initially surprised her, considering Pantone's track record of vibrant hues, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury