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For many people who has spent a long time living in rental properties, staring at the same landlord-approved magnolia walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a personal attack.

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

More specifically, the shade is called Cloud Dancer – a white described as "lofty" and "airy" which "acts as a emblem of calming influence in a society rediscovering the worth of introspection".

It represents the initial instance a pure white has been honored 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 philosophy" and signifies a shared urge to decelerate, reset and find calm after years of sensory saturation.

But some detractors have dubbed the decision as "insensitive", arguing that promoting sparse and pristine white spaces can feel distant from the smaller, lived-in homes the majority occupy.

Some observers argue that framing white as aspirational carries racial undertones, landing uncomfortably during ongoing political and cultural dialogues about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the criticism goes beyond aesthetics, noting that white carries societal connotations and is rarely a neutral choice.

"The color white sends a message," he says, shaped by a decade of sparse star homes – most famously Kim Kardashian's austere home – that came to epitomize "wealth, order and distance from chaos".

He explains that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer embodying "restraint, moral minimalism and the concept that neutrality equals goodness".

Beaumont points to the global health crisis as a turning point in how people perceive their homes.

"Almost instantly they became our offices, sanctuaries and emotional anchors," he says, stating that in this context, pushing the Colour of the Year towards "more visual emptiness seems rather out of step".

Rather than offering calm, he contends white now risks amplifying "a sense of desolation", especially when combined with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

While it may work in highly minimal or architectural spaces, she says pure white shades seldom create calm in real homes.

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

"The color white may seem harsh and demanding and you wouldn't wish your home to emit hospital vibes."

She adds that "living spaces should spark joy and feel inviting and lived-in, and this shade seems quite removed from that."

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using vibrant hues to showcase individuality.

A representative of the Pantone Colour Institute commented that people "have varied interpretations" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, providing a sophisticated impartiality that feels intentional and versatile".

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

Past choices have included the optimism of Living Coral, the calm confidence of Classic Blue, the energy of a bold pink-red, and most recently more gentle, feeling-based tones like a soft peach.

These hues extend beyond trend forecasts - they show up in fashion collections, cosmetic products, home decor, product wrapping and even technology, influencing how products are marketed and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this specific hue seems gentle and elegant rather than stark".

Contrary to those who say the colour is dull, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, restful ambiance".

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

Design expert Another professional 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, explaining that white can work especially effectively as a backdrop for architectural details 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 statement and as a Colour of the Year it presents a different challenge to designers more familiar with bold shades.

Luxury stylist A styling expert says championing white seems "less about novelty and more concerned with purpose", reflecting a shift towards refinement after years of fad saturation.

"The color white compels designers and wearers alike to concentrate on shape, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also carries presumptions around body confidence, lifestyle and privilege, stating: "If white is treated as something only a limited subset 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 during continuing discussions about inclusion and approachability, and the real test will be whether "companies address that complexity authentically, or simply glamorize the colour".

A Cultural Mood, Not a Trend

Style consultant Katie Malik concedes the choice initially surprised her, given Pantone's history of bold colours, but says it mirrors a authentic change and fits within a broader sentiment of "quiet luxury