🔗 Share this article

For anyone who has spent a long time living in rental properties, staring at the same landlord-approved magnolia 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 time around, the renowned color company has designated a shade of white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "serves as a symbol of tranquility in a society re-learning the worth 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 state of being" and reflects a shared desire to slow down, recalibrate and seek peace after years of aesthetic chaos.

But some detractors have labelled the decision as "Pantonedeaf", contending that elevating sparse and pristine white spaces can seem disconnected from the more compact, lived-in homes everyday individuals inhabit.

Some observers propose that positioning white as an ideal introduces racial undertones, causing discomfort amid ongoing political and cultural discussions about inclusion and diversity.

Sterile or Serene?

Interior expert One design critic says the backlash goes beyond surface appeal, stating that white bears societal connotations and is seldom a neutral choice.

"White is a signal," he says, shaped by a decade of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to symbolize "wealth, order and distance from chaos".

He explains that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer representing "austerity, virtuous simplicity and the concept that neutrality equals virtue".

The designer references the pandemic as a turning point in how people interact with their homes.

"Overnight they transformed into our workspaces, refuges and emotional anchors," he says, stating that in this context, directing the Colour of the Year towards "more aesthetic barrenness feels rather out of step".

Rather than providing calm, he contends white now risks amplifying "a sense of emptiness", especially when paired with cool, clinical lighting.

'Sterile Sensations

An interior designer, a UK-based design expert, agrees and says Cloud Dancer "is not perceived 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 create 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 wouldn't wish your home to give clinical feelings."

She continues that "living spaces should spark joy and feel warm and lived-in, and this shade seems quite distant 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 stated that people "have varied interpretations" to the meaning of the colour, but it was selected as it "works seamlessly with everything around it, offering a sophisticated impartiality that feels deliberate and versatile".

Beginning in 2000, Pantone's Colour of the Year has become a significant trend indicator.

Previous selections have featured the hopefulness of a vibrant pink-orange, the serene assurance of a deep blue, the energy of Viva Magenta, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These hues extend beyond style predictions - they show up in fashion collections, cosmetic products, home decor, product wrapping and even technology, shaping how products are marketed and how consumers envision the coming year.

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

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

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

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's pick this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

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

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

Fashion consultant Oriona Robb says elevating white feels "less about novelty and more about intention", indicating a movement towards sophistication after years of fad saturation.

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

But she adds that it also carries presumptions around body confidence, way of life and advantage, saying: "If white is viewed as something only a narrow group of people can pull off, it becomes divisive."

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

A Cultural Mood, Not a Trend

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