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For many people who has spent years living in rental properties, staring at the same landlord-approved beige walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "functions as a emblem of calming influence in a society re-evaluating the worth of stillness".

It marks 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 "represents more than a hue, it's a philosophy" and reflects a collective desire to decelerate, reset and find calm after years of sensory saturation.

But some detractors have labelled the decision as "out of touch", arguing that championing sparse and pristine white spaces can seem distant from the smaller, messier homes most people call home.

Others propose that framing white as aspirational introduces subtext related to race, landing uncomfortably amid ongoing societal discussions about inclusion and diversity.

Sterile or Serene?

Interior expert Chris Beaumont says the counter-reaction transcends surface appeal, stating that white bears societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to epitomize "affluence, order and removal from chaos".

He explains that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "restraint, moral minimalism and the idea that impartiality signifies goodness".

Beaumont cites the pandemic as a defining period in how people interact with their homes.

"Overnight they transformed into our offices, sanctuaries and emotional anchors," he says, stating that in this context, pushing the Colour of the Year towards "more aesthetic barrenness feels rather tone-deaf".

Instead of offering calm, he contends white now risks heightening "a feeling of emptiness", especially when combined with cool, clinical lighting.

'Hospital Vibes'

An interior designer, a Surrey based interior designer, agrees and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

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

"An image of tranquility in a professional photo can readily feel clinical at home," she explains.

"White can feel stark and demanding and you don't want your home to emit a medical atmosphere."

She adds that "homes should elicit happiness and feel inviting and lived-in, and this hue feels quite removed from that."

Beaumont hopes that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour 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, providing a sophisticated impartiality that feels intentional and versatile".

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

Previous selections have featured the optimism of a vibrant pink-orange, the calm confidence of Classic Blue, the vibrancy of a bold pink-red, and more recently softer, emotionally driven tones like Peach Fuzz.

These colours extend beyond trend forecasts - they show up in clothing lines, cosmetic products, interiors, product wrapping and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade seems gentle and refined rather than severe".

In contrast to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "bedrooms and communal spaces where you want a serene, calming ambiance".

"Even if you prefer not to repaint, you can incorporate the colour into a room with cushions, throws and drapes."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "essentially the lack of pigment", it is a bit like vanilla ice cream, 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 background for design features like panelling and curved entries which is a "rising style 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.

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

"White forces designers and wearers alike to concentrate on shape, proportion and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also carries assumptions around self-image, way of life and advantage, saying: "When white is viewed as something only a narrow group of people can wear well, it becomes exclusionary."

She says the industry is already cognizant of the uncomfortable undertones associated with celebrating white as an aspirational standard, especially amid ongoing conversations about representation and accessibility, and the real test will be whether "brands address that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Stylist Another expert concedes the choice at first surprised her, given Pantone's history of bold colours, but says it mirrors a genuine shift and aligns with a broader sentiment of "quiet luxury