🔗 Share this article

For many people who has spent years renting, staring at the same landlord-approved magnolia walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might feel like a direct affront.

This year, the influential color company has chosen a shade of white as its premier 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 re-learning the value of stillness".

It marks the first time a pure white has been chosen as the Colour of the Year, and it has sparked considerable debate.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and reflects a collective urge to slow down, recalibrate and find calm after years of sensory saturation.

But some critics have branded the decision as "insensitive", arguing that elevating minimalist and immaculate white spaces can seem distant from the smaller, lived-in homes most people inhabit.

Some observers argue that positioning white as aspirational introduces subtext related to race, causing discomfort during continuing political and cultural dialogues about inclusion and diversity.

Sterile or Serene?

Interior expert Chris Beaumont says the counter-reaction goes beyond surface appeal, noting that white bears cultural undertones and is seldom a innocuous choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to represent "affluence, order and distance from chaos".

He explains that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer representing "austerity, virtuous simplicity and the notion that neutrality denotes virtue".

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

"Suddenly they transformed into our workspaces, refuges and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "more visual emptiness feels rather out of step".

Instead of offering calm, he believes white now threatens to heightening "a sense of desolation", especially when combined with harsh, sterile lighting.

'Sterile Sensations

An interior designer, a UK-based interior designer, concurs and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

While it may suit extremely sparse or architectural spaces, she says pure white shades rarely foster calm in real homes.

"An image of tranquility in a styled shoot can readily feel sterile at home," she explains.

"White can feel stark and unforgiving and you wouldn't wish your home to give clinical feelings."

She adds that "living spaces should spark joy and be inviting and welcoming, and this hue seems quite removed from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in favour of "full-scale joyful interior design", using colour to showcase individuality.

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

Since its launch in 2000, Pantone's Colour of the Year has become a powerful trend indicator.

Previous selections have featured the hopefulness of a vibrant pink-orange, the calm confidence of Classic Blue, the vibrancy of a bold pink-red, and most recently softer, emotionally driven tones like Peach Fuzz.

These hues extend beyond style predictions - they show up in clothing lines, beauty launches, home decor, packaging and even consumer electronics, shaping how products are marketed 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 seems soft and elegant rather than severe".

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 peaceful, restful ambiance".

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

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "essentially the lack of pigment", it is a bit like vanilla ice cream, in that "it is universally accepted but it's not a top choice".

He can see its benefits, explaining that white can work especially effectively as a background for architectural details like panelling and arched doorways which is a "growing trend in modern homes".

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

Luxury stylist A styling expert says elevating white feels "less about novelty and more about intention", indicating a movement towards sophistication after years of trend overloads.

"The color white compels designers and wearers alike to focus on shape, scale and craftsmanship, there's really no room for error," she explains.

But she adds that it also holds presumptions around body confidence, lifestyle and advantage, saying: "If white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already aware of the problematic connotations tied to celebrating white as an aspirational standard, particularly amid continuing conversations about representation and accessibility, and the real test will be whether "brands engage with that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Stylist Katie Malik concedes the choice at first surprised her, considering Pantone's track record of bold colours, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury