🔗 Share this article

For many people who has spent a long time renting, confronted by the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a personal attack.

This year, the renowned color company has designated a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white described as "elevated" and "airy" which "functions as a emblem of tranquility in a society re-learning the importance of quiet reflection".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and embodies a shared desire to slow down, recalibrate and find calm after years of sensory saturation.

But some commentators have labelled the decision as "out of touch", contending that promoting minimalist and pristine white spaces can feel distant from the smaller, lived-in homes everyday individuals occupy.

Some observers contend that framing white as aspirational carries subtext related to race, causing discomfort amid ongoing societal conversations about race and representation.

Sterile or Serene?

Designer One design critic says the criticism transcends surface appeal, arguing that white carries societal connotations and is seldom a innocuous choice.

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

He clarifies that white is "not about inspiration but being careful not to offend", with Cloud Dancer personifying "restraint, moral minimalism and the idea that neutrality denotes goodness".

The designer references the pandemic as a pivotal moment in how people perceive their homes.

"Overnight they transformed into our offices, sanctuaries and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more aesthetic barrenness seems rather tone-deaf".

Instead of offering calm, he contends white now risks intensifying "a sense of emptiness", particularly when paired with harsh, sterile lighting.

'Hospital Vibes'

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

While it may work in highly minimal or structural spaces, she says bright whites seldom foster calm in real homes.

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

"The color white may seem stark and unforgiving and you don't want your home to give hospital vibes."

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

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to showcase individuality.

The vice president of the Pantone Colour Institute stated that people "bring different feelings" 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 adaptable".

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

Previous selections have featured the optimism of Living Coral, the serene assurance of Classic Blue, the vibrancy of Viva Magenta, and more recently more gentle, feeling-based tones like Peach Fuzz.

These hues extend beyond style predictions - they appear in fashion collections, cosmetic products, interiors, product wrapping and even technology, shaping how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this specific hue feels gentle and elegant rather than stark".

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

"Even if you prefer not to repaint, you can incorporate the colour into a room with pillows, throws and curtains."

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 benefits, noting that white can work particularly well as a backdrop for design features like panelling and curved entries which is a "rising style in modern homes".

In fashion, 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.

Fashion consultant Oriona Robb says championing white feels "not focused on newness and more concerned with purpose", indicating a shift towards refinement after years of trend overloads.

"White forces designers and wearers alike to focus on form, proportion and quality, there's really no room for error," she explains.

But she continues that it also holds presumptions around self-image, lifestyle 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 lauding white as an aspirational standard, particularly during continuing conversations about inclusion and accessibility, and the true challenge will be whether "companies address that complexity authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Another expert admits the choice at first shocked her, considering Pantone's track record of vibrant hues, but says it reflects a genuine shift and aligns with a broader sentiment of "quiet luxury