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For many people who has spent years living in rental properties, confronted by the same landlord-approved beige walls and dreaming of injecting personal style to their home, Pantone's latest Colour of the Year might seem like a direct affront.

This year, the influential color company has selected a shade of white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "functions as a symbol of tranquility in a society re-learning the importance of quiet reflection".

It marks the initial instance white has been chosen 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 mindset" and reflects a collective urge to slow down, reset and achieve serenity after years of aesthetic chaos.

But some critics have branded the decision as "Pantonedeaf", suggesting that elevating minimalist and immaculate white spaces can feel far removed from the smaller, messier homes the majority inhabit.

Some observers contend that positioning white as aspirational carries racial undertones, creating unease during ongoing societal dialogues about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the backlash transcends aesthetics, stating that white bears societal connotations and is rarely a innocuous choice.

"White is a signal," he says, shaped by a decade of minimalist celebrity interiors – most notably Kim Kardashian's stripped-back home – that came to epitomize "affluence, order and distance from disorder".

He elaborates that white is "not intended to inspire but taking care not to cause upset", with Cloud Dancer embodying "restraint, moral minimalism and the notion that neutrality denotes virtue".

Beaumont points to the pandemic as a turning point in how people perceive their homes.

"Almost instantly they transformed into our offices, sanctuaries and emotional anchors," he says, noting that against this backdrop, pushing the Colour of the Year towards "more aesthetic barrenness feels rather out of step".

Rather than providing calm, he argues white now threatens to heightening "a feeling of emptiness", especially when combined with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, concurs and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

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

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

"White can feel stark and unforgiving and you don't want your home to give hospital vibes."

She continues that "homes should spark joy and feel inviting and welcoming, and this shade seems quite distant from that."

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to showcase 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 "works seamlessly with everything around it, providing a refined neutrality that feels deliberate 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 Classic Blue, the energy of a bold pink-red, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These colours extend beyond trend forecasts - they show up in fashion collections, cosmetic products, interiors, product wrapping and even consumer electronics, influencing how products are sold and how consumers envision the year ahead.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may appear basic, "this particular shade seems soft and refined rather than severe".

Contrary to those who say the colour is dull, the expert sees it as "adaptable" and says it's best used in "bedrooms and living areas where you want a serene, calming atmosphere".

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

Design expert Another professional 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 "it is universally accepted 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 wall molding and arched doorways which is a "rising style in contemporary houses".

In fashion, white has long been a staple rather than a bold declaration and as a Colour of the Year it poses a different challenge to designers more accustomed to vibrant colors.

Fashion consultant Oriona Robb says elevating white seems "less about novelty and more about intention", reflecting a shift towards sophistication after years of trend overloads.

"White forces designers and wearers alike to focus on shape, proportion and quality, there's really nowhere to hide," she explains.

But she continues that it also carries presumptions around body confidence, way of life and advantage, stating: "When white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the fashion world is already cognizant of the problematic connotations tied to lauding white as an ideal, particularly during ongoing conversations about representation and approachability, and the true challenge will be whether "brands address that complexity honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Another expert concedes the choice initially surprised her, considering Pantone's history of vibrant hues, but says it mirrors a authentic change and fits within a wider mood of "quiet luxury