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For those who has spent years renting, staring at the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a personal attack.

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

In detail, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "serves as a emblem of tranquility in a society re-learning the worth of introspection".

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

According to Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and signifies a widespread yearning to decelerate, recalibrate and seek peace after years of aesthetic chaos.

But some commentators have labelled the decision as "insensitive", contending that promoting sparse and pristine white spaces can seem far removed from the smaller, messier homes everyday individuals call home.

Others propose that presenting white as an ideal risks subtext related to race, creating unease amid ongoing societal conversations about inclusion and diversity.

Sterile or Serene?

Interior expert Chris Beaumont says the criticism transcends surface appeal, noting that white bears deeper meanings and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "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 "restraint, moral minimalism and the idea that impartiality equals goodness".

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

"Overnight they transformed into our workspaces, sanctuaries and sources of stability," he says, stating that in this context, pushing the Colour of the Year towards "further visual emptiness feels rather tone-deaf".

Instead of offering calm, he contends white now risks amplifying "a feeling of bleakness", especially when combined with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a UK-based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

Although it may suit highly minimal or structural spaces, she says bright whites rarely create calm in everyday living spaces.

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

"The color white may seem stark and demanding and you wouldn't wish your home to emit a medical atmosphere."

She continues that "homes should spark joy and be inviting and lived-in, and this shade seems quite distant from that."

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed dopamine décor", using colour to express personality.

The vice president of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was selected as it "works seamlessly with everything around it, providing a sophisticated impartiality that feels deliberate and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a significant trend indicator.

Previous selections have included the hopefulness of a vibrant pink-orange, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and most recently softer, emotionally driven tones like a soft peach.

These colours extend beyond trend forecasts - they show up in clothing lines, beauty launches, interiors, product wrapping and even consumer electronics, influencing how products are sold and how consumers imagine the coming year.

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

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 communal spaces where you want a serene, restful atmosphere".

"Should you don't want to redecorate, you can incorporate the colour into a room with pillows, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was taken aback that Pantone's pick 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 merits, explaining that white can work especially effectively as a backdrop for architectural details like panelling and curved entries which is a "growing trend in modern homes".

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

Luxury stylist Oriona Robb says championing white seems "not focused on newness and more about intention", indicating a movement towards refinement after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on form, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also holds assumptions around self-image, lifestyle and advantage, saying: "If white is viewed as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already cognizant of the problematic connotations associated with lauding white as an aspirational standard, especially amid continuing discussions about inclusion and approachability, and the real test will be whether "companies address that complexity authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik admits the choice at first surprised her, given Pantone's track record of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury