🔗 Share this article

For many people who has spent years living in rental properties, confronted by the same landlord-approved magnolia walls and dreaming of injecting personal style to their home, Pantone's new Colour of the Year might seem like a personal attack.

This time around, the renowned color company has selected white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "acts as a emblem of tranquility in a society re-evaluating the value of quiet reflection".

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

As stated by Pantone, Cloud Dancer "transcends mere pigment, it's a mindset" and embodies a collective yearning to decelerate, reset and seek peace after years of aesthetic chaos.

But some commentators have labelled the decision as "Pantonedeaf", contending that championing minimalist and immaculate white spaces can seem far removed from the smaller, lived-in homes most people call home.

Others propose that presenting white as aspirational introduces racial undertones, creating unease amid current political and cultural conversations about race and representation.

Sterile or Serene?

Designer One design critic says the criticism transcends surface appeal, stating that white bears deeper meanings 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 stripped-back home – that came to represent "affluence, order and removal from disorder".

He clarifies that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer personifying "restraint, moral minimalism and the concept that neutrality equals virtue".

The designer cites the pandemic as a turning point in how people relate to their homes.

"Suddenly they transformed into our offices, refuges and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "more visual emptiness seems rather disconnected".

Instead of providing calm, he contends white now risks intensifying "a sense of bleakness", especially when combined with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a UK-based design expert, agrees and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

Although it may suit highly minimal or architectural spaces, she says pure white shades rarely foster 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 unforgiving and you wouldn't wish your home to emit hospital vibes."

She continues that "homes should elicit happiness and feel warm and welcoming, 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 "full-scale joyful interior design", using vibrant hues 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 selected as it "integrates perfectly with everything around it, providing a refined neutrality that feels deliberate and adaptable".

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

Previous selections have included the hopefulness of Living Coral, the calm confidence of a deep blue, the energy of a bold pink-red, and most recently softer, feeling-based tones like a soft peach.

These hues don't just live on trend forecasts - they appear in fashion collections, cosmetic products, home decor, product wrapping and even consumer electronics, influencing how products are marketed and how consumers imagine the coming year.

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

In contrast to those who say the colour is boring, Robinson sees it as "adaptable" and says it's best used in "bedrooms and communal spaces where you want a serene, calming ambiance".

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

Design expert 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 "it is universally accepted but it's nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for architectural details like wall molding and curved entries which is a "growing trend in contemporary houses".

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

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

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

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

She says the industry is already cognizant of the problematic connotations associated with lauding white as an aspirational standard, particularly during ongoing discussions about inclusion and accessibility, and the real test will be whether "brands engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice initially shocked her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury