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For many people who has spent years living in rental properties, staring at the same landlord-approved beige walls and longing for injecting personal style to their home, Pantone's latest Colour of the Year might be perceived as a direct affront.

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

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "airy" which "functions as a emblem of calming influence in a society rediscovering the value of quiet reflection".

It signifies the first time white has been honored as the Colour of the Year, and it has generated significant controversy.

As stated by Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and signifies a collective yearning to slow down, recalibrate and achieve serenity after years of sensory saturation.

But some detractors have dubbed the decision as "insensitive", arguing that championing sparse and immaculate white spaces can feel far removed from the smaller, lived-in homes the majority call home.

Others argue that presenting white as an ideal carries racial undertones, creating unease during ongoing societal dialogues about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the counter-reaction transcends aesthetics, arguing that white bears societal connotations and is rarely a innocuous choice.

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

He explains that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer representing "austerity, moral minimalism and the notion that neutrality denotes virtue".

The designer references the pandemic as a turning point in how people relate to their homes.

"Overnight they became our offices, refuges and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "further visual emptiness seems rather disconnected".

Instead of providing calm, he argues white now threatens to intensifying "a sense of emptiness", particularly when paired with harsh, sterile lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, agrees and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

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

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

"The color white may seem harsh and unforgiving and you wouldn't wish your home to give a medical atmosphere."

She adds that "homes should spark joy and feel warm and lived-in, and this hue seems quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in favour of "unabashed dopamine décor", using colour to showcase personality.

The vice president of the Pantone Colour Institute commented that people "have varied interpretations" to the significance of the colour, but it was chosen as it "works seamlessly with everything around it, providing a sophisticated impartiality that seems intentional and versatile".

Since its launch 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 a deep blue, the energy of a bold pink-red, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These hues don't just live on trend forecasts - they appear in clothing lines, cosmetic products, interiors, packaging and even technology, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, 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 "flexible" and says it's best used in "sleeping quarters 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 cushions, throws and drapes."

Interior designer James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its merits, explaining that white can work particularly well as a backdrop for architectural details like panelling and arched doorways which is a "growing trend in contemporary houses".

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.

Fashion consultant Oriona Robb says elevating white feels "not focused on newness and more about intention", reflecting a movement towards sophistication after years of trend overloads.

"The color white compels designers and those who wear it alike to focus on form, scale and quality, there's really nowhere to hide," she explains.

But she continues that it also holds assumptions around self-image, lifestyle and privilege, stating: "When white is viewed as something only a narrow group 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 aspirational standard, especially during ongoing conversations about representation and accessibility, and the true challenge will be whether "brands engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice at first surprised her, given Pantone's track record of bold colours, but says it mirrors a authentic change and fits within a wider mood of "quiet luxury