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For many people who has spent a long time renting, staring at the same landlord-approved beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a personal attack.

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

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

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

According to Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a collective desire to slow down, reset and achieve serenity after years of visual overload.

But some detractors have labelled the decision as "insensitive", suggesting that elevating minimalist and immaculate white spaces can feel distant from the more compact, lived-in homes the majority call home.

Others contend that positioning white as aspirational risks racial undertones, creating unease within ongoing societal conversations about inclusion and diversity.

Sterile or Serene?

Interior expert One design critic says the criticism goes beyond aesthetics, arguing that white holds societal connotations and is rarely a neutral choice.

"White is a signal," he says, influenced by a ten-year period of minimalist celebrity interiors – most famously Kim Kardashian's austere home – that came to epitomize "affluence, order and distance from disorder".

He elaborates that white is "not about inspiration but taking care not to offend", with Cloud Dancer personifying "restraint, virtuous simplicity and the concept that impartiality equals goodness".

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

"Overnight they transformed into our offices, refuges and emotional anchors," he says, stating that against this backdrop, pushing the Colour of the Year towards "further visual emptiness seems rather disconnected".

Rather than providing calm, he contends white now risks amplifying "a feeling of emptiness", particularly when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, 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 seldom foster calm in everyday living spaces.

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

"The color white may seem harsh and unforgiving and you don't want your home to give hospital vibes."

She adds that "homes should elicit happiness and feel warm and lived-in, and this shade feels quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed dopamine décor", using colour to express personality.

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

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

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of a deep blue, the vibrancy of Viva Magenta, and more recently softer, feeling-based tones like Peach Fuzz.

These hues don't just live on trend forecasts - they show up in clothing lines, beauty launches, interiors, product wrapping and even technology, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade seems soft and refined rather than stark".

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

"Even if you prefer not to repaint, you can introduce the colour into a room with pillows, throws and curtains."

Interior designer James Mellan-Matulewicz says although he was taken aback 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, noting that white can work particularly well as a backdrop for architectural details like panelling and curved entries which is a "rising style in modern homes".

In apparel, white has long been a basic rather than a bold declaration and as a Colour of the Year it presents a unique test to designers more accustomed to bold shades.

Luxury stylist Oriona Robb says elevating white seems "less about novelty and more about intention", reflecting a movement towards sophistication after years of fad saturation.

"White forces designers and those who wear it alike to concentrate on shape, proportion and craftsmanship, there's really no room for error," she clarifies.

But she continues that it also holds assumptions around self-image, way of life and advantage, saying: "If white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the fashion world is already cognizant of the problematic connotations tied to lauding white as an aspirational standard, particularly amid continuing conversations about inclusion and accessibility, and the true challenge will be whether "brands address that nuance honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik admits the choice at first shocked her, given Pantone's history of vibrant hues, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury