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For many people who has spent a long time living in rental properties, staring at the same standard-issue magnolia walls and dreaming of injecting personal style to their home, Pantone's latest Colour of the Year might seem like a direct affront.

This time around, the influential color company has chosen a shade of white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "serves as a symbol of calming influence in a society re-learning the value of quiet reflection".

It marks the initial instance white has been chosen as the Colour of the Year, and it has raised more than a few eyebrows.

Per Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and reflects a shared urge to decelerate, reset and achieve serenity after years of aesthetic chaos.

But some critics have branded the decision as "Pantonedeaf", arguing that promoting minimalist and immaculate white spaces can feel far removed from the smaller, messier homes the majority inhabit.

Additional critics argue that framing white as aspirational carries subtext related to race, landing uncomfortably amid ongoing societal discussions about race and representation.

Sterile or Serene?

Designer Chris Beaumont says the backlash transcends aesthetics, stating that white holds deeper meanings and is rarely a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to represent "wealth, control and distance from chaos".

He explains that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer embodying "restraint, virtuous simplicity and the idea that neutrality equals goodness".

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

"Almost instantly they became our workspaces, refuges and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "further visual emptiness feels rather out of step".

Rather than offering calm, he believes white now threatens to amplifying "a sense of bleakness", especially when combined with cool, clinical lighting.

'A Clinical Atmosphere

An interior designer, 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 work in highly minimal or architectural spaces, she says bright whites rarely create calm in everyday living spaces.

"An image of tranquility in a styled shoot can readily feel clinical at home," she clarifies.

"The color white may seem stark and demanding and you don't want your home to give a medical atmosphere."

She adds that "homes should spark joy and feel inviting and welcoming, and this hue feels quite removed from that."

The critic hopes 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 stated that people "bring different feelings" 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 adaptable".

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

Past choices have included the hopefulness of Living Coral, the calm confidence of a deep blue, the energy of Viva Magenta, and more recently more gentle, emotionally driven tones like a soft peach.

These colours extend beyond trend forecasts - they show up in clothing lines, beauty launches, interiors, packaging and even technology, influencing how products are sold and how consumers envision the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this specific hue seems 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 peaceful, restful ambiance".

"Should you don't want to repaint, you can incorporate the colour into a room with cushions, blankets and curtains."

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

He can see its benefits, noting that white can work especially effectively as a background for design features like wall molding and arched doorways which is a "growing trend 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 feels "less about novelty and more concerned with purpose", reflecting a shift towards refinement after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on shape, proportion and craftsmanship, there's really nowhere to hide," she explains.

But she adds that it also holds presumptions around self-image, way of life and privilege, stating: "If white is viewed as something only a narrow group of people can pull off, it becomes divisive."

She says the fashion world is already cognizant of the problematic connotations associated with celebrating white as an aspirational standard, especially amid continuing discussions about inclusion and approachability, and the true challenge will be whether "brands engage with that complexity honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik admits the choice initially shocked her, considering Pantone's track record of vibrant hues, but says it mirrors a genuine shift and fits within a wider mood of "quiet luxury