🔗 Share this article

For anyone who has spent years living in rental properties, staring at the same standard-issue beige walls and dreaming of injecting personal style to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

To be precise, the shade is called Cloud Dancer – a white described as "lofty" and "airy" which "acts as a symbol of calming influence in a society rediscovering the value of stillness".

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

Per Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and reflects a collective desire to slow down, reset and achieve serenity after years of visual overload.

But some commentators have branded the decision as "out of touch", suggesting that championing minimalist and immaculate white spaces can seem disconnected from the smaller, lived-in homes the majority call home.

Some observers propose that presenting white as an ideal introduces racial undertones, causing discomfort amid continuing societal conversations about inclusion and diversity.

Soothing or Stark?

Interior expert One design critic says the criticism goes beyond aesthetics, stating that white holds societal connotations and is rarely a innocuous 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 symbolize "affluence, order and distance from chaos".

He explains that white is "not intended to inspire but taking care not to offend", with Cloud Dancer representing "austerity, virtuous simplicity and the concept that impartiality equals virtue".

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

"Suddenly they became our offices, refuges and sources of stability," he says, adding that against this backdrop, directing the Colour of the Year towards "more visual emptiness feels rather tone-deaf".

Rather than providing calm, he believes white now risks intensifying "a feeling of bleakness", especially when paired with harsh, sterile lighting.

'Sterile Sensations

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

While it may work in extremely sparse or structural spaces, she says pure white shades rarely create calm in everyday living spaces.

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

"White can feel stark and unforgiving and you wouldn't wish your home to give a medical atmosphere."

She continues that "living spaces should elicit happiness and feel inviting and welcoming, and this hue feels quite removed from that."

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to showcase personality.

A representative of the Pantone Colour Institute commented that people "have varied interpretations" to the significance of the colour, but it was selected as it "works seamlessly with everything around it, offering a refined neutrality that seems deliberate and adaptable".

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

Past choices have included the hopefulness of Living Coral, the calm confidence of a deep blue, the energy of Viva Magenta, and most recently softer, feeling-based tones like Peach Fuzz.

These hues don't just live on trend forecasts - they show up in fashion collections, beauty launches, home decor, product wrapping and even consumer electronics, influencing how products are sold and how consumers imagine the year ahead.

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

In contrast 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 ambiance".

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

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its benefits, explaining that white can work especially effectively as a backdrop for design features like wall molding and arched doorways which is a "rising style in modern homes".

In apparel, 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 accustomed to vibrant colors.

Fashion consultant Oriona Robb says championing white feels "less about novelty and more about intention", reflecting a shift towards sophistication after years of fad saturation.

"The color white compels designers and wearers alike to concentrate on form, proportion and craftsmanship, there's really nowhere to hide," she clarifies.

But she continues that it also carries assumptions around self-image, way of life and privilege, stating: "When white is treated as something only a narrow group of people can pull off, it becomes divisive."

She says the industry is already aware of the problematic connotations tied to celebrating white as an ideal, especially amid continuing conversations about inclusion and approachability, and the true challenge will be whether "brands address that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Stylist Katie Malik concedes the choice initially shocked her, considering Pantone's track record of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury