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For anyone who has spent years renting, confronted by the same standard-issue magnolia walls and yearning for adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a personal attack.

This time around, the influential color company has selected white as its premier hue.

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "acts as a emblem of tranquility in a society re-evaluating the worth of introspection".

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

Per Pantone, Cloud Dancer "represents more than a hue, it's a mindset" and reflects a collective yearning to decelerate, recalibrate and seek peace after years of visual overload.

But some detractors have branded the decision as "Pantonedeaf", arguing that promoting sparse and immaculate white spaces can seem distant from the smaller, messier homes the majority call home.

Additional critics propose that positioning white as an ideal risks subtext related to race, landing uncomfortably amid continuing political and cultural dialogues about inclusion and diversity.

Clinical or Calm?

Designer One design critic says the backlash transcends surface appeal, noting that white bears cultural undertones and is seldom a innocuous choice.

"White is a signal," he says, shaped by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to symbolize "affluence, control and removal from chaos".

He clarifies that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer personifying "restraint, virtuous simplicity and the concept that neutrality denotes virtue".

Beaumont cites the pandemic as a pivotal moment in how people relate to their homes.

"Almost instantly they transformed into our workspaces, refuges and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "further visual emptiness feels rather out of step".

Rather than offering calm, he contends white now threatens to heightening "a feeling of emptiness", particularly when combined with harsh, sterile lighting.

'Hospital Vibes'

An interior designer, a Surrey 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 suit highly minimal or structural spaces, she says pure white shades rarely foster calm in real homes.

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

"White can feel harsh and unforgiving and you don't want your home to give clinical feelings."

She continues that "living spaces should spark joy and be warm and lived-in, and this shade feels quite removed from that."

The critic expresses a desire that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed dopamine décor", using vibrant hues to showcase personality.

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was selected as it "works seamlessly with everything around it, providing a sophisticated impartiality that seems intentional and adaptable".

Beginning in 2000, Pantone's Colour of the Year has become a significant industry signal.

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

These hues extend beyond style predictions - they show up in clothing lines, beauty launches, home decor, product wrapping and even consumer electronics, influencing how products are marketed and how consumers imagine the coming year.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade seems soft and refined 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 "bedrooms and living areas where you want a serene, calming atmosphere".

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

Design expert James Mellan-Matulewicz says although he was taken aback 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 nobody's favourite".

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

In fashion, white has long been a basic rather than a statement and as a Colour of the Year it poses a unique test to designers more accustomed to bold shades.

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

"The color white compels designers and those who wear it alike to concentrate on shape, proportion and quality, there's really no room for error," she clarifies.

But she continues that it also carries assumptions around self-image, lifestyle and privilege, stating: "If white is treated as something only a limited subset of people can wear well, it becomes exclusionary."

She says the fashion world is already cognizant of the uncomfortable undertones associated with lauding white as an ideal, especially during ongoing discussions about representation and approachability, and the true challenge will be whether "companies address that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Katie Malik concedes the choice initially shocked her, given Pantone's track record of vibrant hues, but says it mirrors a genuine shift and aligns with a broader sentiment of "quiet luxury