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For anyone who has spent years renting, staring at the same landlord-approved magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might seem like a direct affront.

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

More specifically, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "functions as a symbol of tranquility in a society rediscovering the importance of introspection".

It marks 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 philosophy" and signifies a shared urge to slow down, recalibrate and find calm after years of visual overload.

But some critics have dubbed the decision as "insensitive", suggesting that elevating minimalist and immaculate white spaces can feel distant from the smaller, messier homes the majority call home.

Others contend that framing white as aspirational introduces racial undertones, creating unease during current societal dialogues about inclusion and diversity.

Soothing or Stark?

Designer One design critic says the counter-reaction goes beyond surface appeal, noting that white carries cultural undertones and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a decade of sparse star homes – most notably Kim Kardashian's austere home – that came to symbolize "wealth, order and distance from disorder".

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "restraint, moral minimalism and the concept that neutrality equals virtue".

The designer points to the pandemic as a pivotal moment in how people interact with their homes.

"Almost instantly they transformed into our workspaces, refuges and sources of stability," he says, noting 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 threatens to amplifying "a feeling of emptiness", especially when paired with cool, clinical lighting.

'Hospital Vibes'

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

While it may suit highly minimal or architectural spaces, she says bright whites seldom create calm in everyday living spaces.

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

"The color white may seem stark and demanding and you wouldn't wish your home to give hospital vibes."

She continues that "homes should spark joy and feel warm and lived-in, and this shade seems quite removed from that."

The critic hopes that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale dopamine décor", using vibrant hues to showcase individuality.

The vice president of the Pantone Colour Institute stated that people "have varied interpretations" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, providing a refined neutrality that seems deliberate and versatile".

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

Past choices have included the hopefulness of a vibrant pink-orange, the serene assurance of a deep blue, the vibrancy of Viva Magenta, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These colours extend beyond trend forecasts - they appear in clothing lines, beauty launches, interiors, product wrapping and even technology, shaping how products are sold and how consumers imagine the coming year.

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

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a serene, calming atmosphere".

"Should you prefer not to repaint, you can introduce the colour into a room with pillows, 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 nobody's favourite".

He can see its merits, noting that white can work particularly well as a backdrop for design features like wall molding and arched doorways which is a "growing trend in modern homes".

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

Fashion consultant A styling expert says championing white feels "less about novelty and more concerned with purpose", indicating a shift towards refinement after years of trend overloads.

"The color white compels designers and those who wear it alike to focus on shape, proportion and craftsmanship, there's really no room for error," she explains.

But she adds that it also holds assumptions around self-image, lifestyle and privilege, 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 uncomfortable undertones associated with celebrating white as an aspirational standard, especially during continuing discussions about representation and approachability, and the real test will be whether "brands address that nuance honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik admits the choice initially shocked her, given Pantone's history of vibrant hues, but says it reflects a authentic change and fits within a wider mood of "quiet luxury