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For many people who has spent years renting, staring at the same landlord-approved magnolia walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might feel like a direct affront.

This year, the influential color company has selected white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "functions as a symbol of calming influence in a society re-learning the worth of quiet reflection".

It signifies the first time a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

As stated by Pantone, Cloud Dancer "transcends mere pigment, it's a state of being" and reflects a shared desire to decelerate, reset and seek peace after years of aesthetic chaos.

But some detractors have branded the decision as "insensitive", arguing that promoting minimalist and immaculate white spaces can seem far removed from the more compact, lived-in homes everyday individuals call home.

Some observers contend that presenting white as aspirational risks subtext related to race, causing discomfort within current political and cultural discussions about race and representation.

Soothing or Stark?

Designer Chris Beaumont says the criticism goes beyond aesthetics, noting that white carries societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, shaped by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to represent "wealth, order and removal from disorder".

He elaborates that white is "not about inspiration but taking care not to offend", with Cloud Dancer representing "restraint, moral minimalism and the notion that neutrality equals virtue".

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

"Almost instantly they transformed into our offices, sanctuaries and sources of stability," he says, adding that in this context, directing the Colour of the Year towards "further aesthetic barrenness feels rather tone-deaf".

Instead of offering calm, he contends white now risks intensifying "a feeling of emptiness", particularly when combined with cool, clinical lighting.

'Sterile Sensations

Lara Clark, a UK-based interior designer, concurs and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

Although it may work in highly minimal or architectural spaces, she says bright whites rarely create calm in real homes.

"What looks serene in a styled shoot can readily seem clinical at home," she clarifies.

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

She adds that "living spaces should spark joy and be warm and welcoming, and this shade feels quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using colour to express personality.

A representative 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, offering a refined neutrality that seems intentional and versatile".

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

Past choices have included the optimism of a vibrant pink-orange, the serene assurance of a deep blue, the energy of Viva Magenta, and most recently softer, emotionally driven tones like a soft peach.

These colours extend beyond style predictions - they show up in fashion collections, beauty launches, interiors, packaging and even technology, influencing how products are marketed and how consumers imagine the coming year.

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

In contrast to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, calming atmosphere".

"Should you prefer not to redecorate, you can incorporate the colour into a room with cushions, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "essentially the absence of colour", it is a bit like a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its merits, noting that white can work especially effectively as a backdrop for architectural details like panelling and arched doorways which is a "growing trend in contemporary houses".

In fashion, 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 vibrant colors.

Luxury stylist Oriona Robb says elevating white seems "not focused on newness and more concerned with purpose", indicating a movement towards sophistication after years of fad saturation.

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

But she continues that it also carries presumptions around self-image, way of life and privilege, stating: "If white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the industry is already cognizant of the problematic connotations tied to celebrating white as an aspirational standard, particularly during continuing conversations about representation and accessibility, and the true challenge will be whether "companies address that complexity authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice initially surprised her, considering Pantone's track record of vibrant hues, but says it reflects a genuine shift and fits within a broader sentiment of "quiet luxury