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For many people who has spent a long time living in rental properties, staring at the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a direct affront.

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

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

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

As stated by Pantone, Cloud Dancer "represents more than a hue, it's a state of being" and signifies a collective urge to decelerate, recalibrate and achieve serenity after years of sensory saturation.

But some critics have dubbed the decision as "insensitive", arguing that promoting sparse and pristine white spaces can seem disconnected from the more compact, messier homes everyday individuals call home.

Some observers propose that presenting white as an ideal introduces racial undertones, landing uncomfortably amid continuing political and cultural conversations about inclusion and diversity.

Sterile or Serene?

Designer Chris Beaumont says the counter-reaction transcends surface appeal, stating that white carries cultural undertones and is rarely a innocuous choice.

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

He elaborates that white is "not intended to inspire but being careful not to offend", with Cloud Dancer embodying "austerity, moral minimalism and the idea that neutrality signifies virtue".

Beaumont points to the global health crisis as a defining period in how people relate to their homes.

"Overnight they transformed into our offices, sanctuaries and sources of stability," he says, stating that against this backdrop, directing the Colour of the Year towards "further aesthetic barrenness feels rather disconnected".

Rather than offering calm, he contends white now threatens to heightening "a feeling of emptiness", particularly when paired with cool, clinical lighting.

'A Clinical Atmosphere

Lara Clark, a Surrey based interior designer, agrees and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

Although it may suit highly minimal or architectural spaces, she says pure white shades seldom create calm in real homes.

"An image of tranquility in a professional photo can easily feel clinical at home," she explains.

"The color white may seem harsh and unforgiving and you wouldn't wish your home to give hospital vibes."

She continues that "homes should elicit happiness and be warm and welcoming, and this shade feels quite removed from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "full-scale joyful interior design", using colour to express personality.

A representative 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 intentional and adaptable".

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

Previous selections have featured the hopefulness of a vibrant pink-orange, the serene assurance of Classic Blue, the energy of a bold pink-red, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These hues extend beyond trend forecasts - they show up in clothing lines, beauty launches, interiors, packaging 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 basic, "this particular shade seems soft and refined rather than stark".

Contrary to those who say the colour is dull, the expert sees it as "flexible" and says it's best used in "bedrooms and communal spaces where you want a serene, restful ambiance".

"Should you don't want to redecorate, you can incorporate the colour into a room with cushions, blankets and drapes."

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

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

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 feels "not focused on newness and more concerned with purpose", indicating a movement towards sophistication after years of trend overloads.

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

But she continues that it also carries assumptions around body confidence, lifestyle and privilege, stating: "When white is treated as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already cognizant of the problematic connotations associated with lauding white as an aspirational standard, especially during ongoing discussions about representation and approachability, and the real test will be whether "companies address that nuance honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik admits the choice initially surprised her, given Pantone's track record of vibrant hues, but says it mirrors a authentic change and fits within a broader sentiment of "quiet luxury