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For many people who has spent years 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 be perceived as a disappointing choice.

This time around, the influential color company has designated white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "airy" which "acts as a emblem of tranquility in a society rediscovering the worth of stillness".

It marks the initial instance white has been chosen as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and signifies a collective urge to slow down, recalibrate and achieve serenity after years of aesthetic chaos.

But some detractors have branded the decision as "insensitive", suggesting that promoting minimalist and immaculate white spaces can seem far removed from the smaller, messier homes the majority call home.

Some observers contend that framing white as aspirational carries subtext related to race, causing discomfort during current societal conversations about race and representation.

Clinical or Calm?

Interior expert Chris Beaumont says the criticism transcends aesthetics, arguing that white holds deeper meanings and is seldom a innocuous choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to symbolize "wealth, order and removal from disorder".

He clarifies that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer personifying "austerity, virtuous simplicity and the concept that impartiality signifies goodness".

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

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

Rather than offering calm, he contends white now threatens to heightening "a feeling of bleakness", especially when combined with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, 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 work in extremely sparse or architectural spaces, she says pure white shades rarely create calm in real homes.

"What looks serene in a professional photo can easily seem sterile at home," she clarifies.

"The color white may seem stark and demanding and you don't want your home to emit clinical feelings."

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

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using vibrant hues to express individuality.

The vice president of the Pantone Colour Institute commented that people "have varied interpretations" to the significance of the colour, but it was selected as it "integrates perfectly with everything around it, providing a sophisticated impartiality that seems intentional and adaptable".

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

Past choices 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 a soft peach.

These colours extend beyond style predictions - they show up in fashion collections, cosmetic products, home decor, packaging and even consumer electronics, shaping how products are marketed and how consumers envision the coming year.

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

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

"Even if you don't want to repaint, you can incorporate the colour into a room with cushions, throws and drapes."

Interior designer Another professional says although he was surprised that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's nobody's favourite".

He can see its merits, explaining that white can work particularly well as a background for architectural details like panelling and arched doorways which is a "growing trend in contemporary houses".

In apparel, white has long been a basic rather than a statement and as a Colour of the Year it presents a different challenge to designers more familiar with vibrant colors.

Luxury stylist Oriona Robb says elevating white seems "not focused on newness and more about intention", indicating a shift towards sophistication 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 continues that it also holds presumptions around body confidence, way of life and advantage, stating: "If white is treated as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already cognizant of the uncomfortable undertones associated with celebrating white as an ideal, particularly during continuing discussions about representation and approachability, and the true challenge will be whether "companies engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Another expert admits the choice initially surprised her, considering Pantone's track record of vibrant hues, but says it mirrors a authentic change and fits within a broader sentiment of "quiet luxury