🔗 Share this article

For anyone who has spent a long time living in rental properties, confronted by the same landlord-approved beige walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might feel like a personal attack.

This year, the renowned color company has chosen white as its premier hue.

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

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

Per Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and embodies a collective desire to slow down, recalibrate and find calm after years of visual overload.

But some critics have branded the decision as "Pantonedeaf", arguing that championing minimalist and immaculate white spaces can feel disconnected from the smaller, messier homes the majority occupy.

Some observers propose that positioning white as aspirational risks racial undertones, causing discomfort within continuing societal discussions about race and representation.

Soothing or Stark?

Designer One design critic says the criticism goes beyond aesthetics, noting that white holds societal connotations and is rarely a innocuous 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 represent "affluence, control and removal from disorder".

He elaborates that white is "not about inspiration but taking care not to offend", with Cloud Dancer personifying "austerity, moral minimalism and the concept that impartiality denotes virtue".

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

"Suddenly they transformed into our workspaces, sanctuaries and sources of stability," he says, adding that against this backdrop, directing the Colour of the Year towards "more visual emptiness seems rather tone-deaf".

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

'A Clinical Atmosphere

An interior designer, a Surrey based interior designer, agrees and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

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

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

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

She adds that "homes should spark joy and be warm and lived-in, and this hue seems quite distant from that."

The critic expresses a desire that homeowners will reject 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 "bring different feelings" to the significance of the colour, but it was chosen as it "works seamlessly with everything around it, providing a refined neutrality that seems intentional and adaptable".

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

Previous selections have included the hopefulness of Living Coral, the calm confidence of a deep blue, the energy of Viva Magenta, and most recently softer, emotionally driven tones like Peach Fuzz.

These hues extend beyond style predictions - they appear in clothing lines, beauty launches, home decor, packaging 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 "beautiful choice" and while it may seem basic, "this specific hue feels soft and refined rather than severe".

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

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

Design expert Another professional says although he was taken aback that Pantone's pick this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its benefits, noting that white can work particularly well as a backdrop for architectural details like panelling and arched doorways which is a "rising style in modern homes".

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

Luxury stylist A styling expert says elevating white seems "not focused on newness and more concerned with purpose", indicating a shift towards sophistication after years of trend overloads.

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

But she adds that it also holds assumptions around body confidence, lifestyle and privilege, 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 uncomfortable undertones tied to celebrating white as an ideal, especially during continuing discussions about inclusion and accessibility, and the true challenge will be whether "brands address that complexity honestly, or simply glamorize the colour".

A Cultural Mood, Not a Trend

Style consultant Katie Malik admits the choice initially shocked her, given Pantone's history of vibrant hues, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury