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For many people who has spent years renting, staring at the same landlord-approved magnolia walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a personal attack.

This time around, the influential color company has chosen white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "elevated" and "airy" which "acts as a emblem of tranquility in a society re-evaluating the importance of stillness".

It marks the first time a pure white has been chosen as the Colour of the Year, and it has sparked considerable debate.

Per Pantone, Cloud Dancer "is not just a colour, it's a state of being" and embodies a widespread desire to decelerate, recalibrate and find calm after years of visual overload.

But some commentators have dubbed the decision as "insensitive", contending that promoting sparse and pristine white spaces can feel disconnected from the smaller, lived-in homes everyday individuals occupy.

Others contend that presenting white as an ideal carries racial undertones, creating unease within continuing societal dialogues about inclusion and diversity.

Soothing or Stark?

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

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to epitomize "wealth, order and distance from disorder".

He elaborates that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer personifying "restraint, moral minimalism and the notion that neutrality signifies virtue".

The designer cites the global health crisis as a pivotal moment in how people interact with their homes.

"Almost instantly they transformed into our workspaces, sanctuaries and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "further aesthetic barrenness seems rather tone-deaf".

Rather than providing calm, he believes white now threatens to amplifying "a sense of desolation", especially when combined with harsh, sterile lighting.

'Hospital Vibes'

An interior designer, a UK-based design expert, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

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

"What looks serene in a styled shoot can easily feel sterile at home," she explains.

"White can feel stark and demanding and you wouldn't wish your home to give hospital vibes."

She continues that "living spaces should elicit happiness and be inviting and lived-in, and this hue seems quite removed from that."

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using vibrant hues to showcase individuality.

A representative of the Pantone Colour Institute commented that people "have varied interpretations" to the meaning of the colour, but it was chosen as it "integrates perfectly with everything around it, providing a sophisticated impartiality that feels intentional and adaptable".

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

Past choices have included 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, cosmetic products, home decor, packaging and even technology, influencing how products are marketed and how consumers envision the year ahead.

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

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a serene, restful ambiance".

"Should you prefer not to redecorate, you can introduce the colour into a room with cushions, blankets and drapes."

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like a basic flavor, in that "everyone likes it but it's not a top choice".

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

In apparel, 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 familiar with vibrant colors.

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

"White forces designers and those who wear it alike to concentrate on shape, proportion and craftsmanship, there's really nowhere to hide," she explains.

But she continues that it also carries assumptions around body confidence, way of life and privilege, saying: "If white is viewed as something only a limited subset of people can wear well, it becomes divisive."

She says the industry is already cognizant of the problematic connotations tied to celebrating white as an aspirational standard, particularly amid continuing conversations about inclusion and approachability, and the true challenge will be whether "companies engage with that nuance authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice at first shocked her, considering Pantone's history of bold colours, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury