🔗 Share this article

For those who has spent a long time renting, staring at the same landlord-approved beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a direct affront.

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

To be precise, the shade is called Cloud Dancer – a white touted as "lofty" and "billowy" which "serves as a emblem of tranquility in a society rediscovering the importance of introspection".

It represents the initial instance a pure white has been picked as the Colour of the Year, and it has sparked considerable debate.

Per Pantone, Cloud Dancer "is not just a colour, it's a mindset" and reflects a widespread urge to slow down, recalibrate and achieve serenity after years of sensory saturation.

But some critics have branded the decision as "Pantonedeaf", arguing that championing sparse and pristine white spaces can seem disconnected from the smaller, messier homes most people inhabit.

Some observers propose that positioning white as aspirational carries racial undertones, creating unease within continuing political and cultural discussions about inclusion and diversity.

Sterile or Serene?

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

"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to symbolize "affluence, order and distance from chaos".

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer embodying "restraint, virtuous simplicity and the concept that neutrality denotes virtue".

The designer cites the pandemic as a defining period in how people relate to their homes.

"Suddenly they became our offices, sanctuaries 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 believes white now threatens to amplifying "a sense of bleakness", particularly when combined with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, a UK-based interior designer, concurs 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 foster calm in real homes.

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

"White can feel stark and demanding and you don't want your home to emit a medical atmosphere."

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

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed dopamine décor", using colour to express personality.

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was chosen as it "works seamlessly with everything around it, offering a refined neutrality that seems deliberate and versatile".

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

Previous selections have featured the optimism of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently softer, feeling-based tones like Peach Fuzz.

These hues extend beyond trend forecasts - they appear in clothing lines, beauty launches, home decor, product wrapping and even consumer electronics, 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 seems soft 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 "sleeping quarters and living areas where you want a serene, calming atmosphere".

"Even if you don't want to repaint, you can introduce the colour into a room with cushions, throws and drapes."

Interior designer Another professional says although he was surprised that Pantone's selection this year was "essentially the absence of colour", 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 especially effectively as a background for design features like panelling and arched doorways which is a "growing trend in contemporary houses".

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

Luxury stylist A styling expert says elevating white feels "less about novelty and more concerned with purpose", reflecting a shift towards refinement after years of fad saturation.

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

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

She says the fashion world is already aware of the problematic connotations tied to celebrating white as an aspirational standard, particularly amid continuing conversations about inclusion and approachability, and the real test will be whether "companies engage with that nuance honestly, or simply glamorize the colour".

A Reflection of the Times

Stylist Katie Malik concedes the choice initially surprised her, given Pantone's track record of vibrant hues, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury