🔗 Share this article

For many people who has spent a long time renting, staring at the same standard-issue magnolia walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might be perceived as a disappointing choice.

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

To be precise, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "functions as a symbol of calming influence in a society rediscovering the importance of introspection".

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

Per Pantone, Cloud Dancer "is not just a colour, it's a state of being" and signifies a widespread urge to decelerate, recalibrate and achieve serenity after years of aesthetic chaos.

But some detractors have labelled the decision as "out of touch", suggesting that elevating minimalist and immaculate white spaces can feel far removed from the more compact, messier homes everyday individuals occupy.

Others argue that framing white as an ideal introduces racial undertones, creating unease within ongoing societal dialogues about race and representation.

Soothing or Stark?

Designer Chris Beaumont says the backlash goes beyond surface appeal, arguing that white holds societal connotations and is rarely a innocuous choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "affluence, order and removal from chaos".

He clarifies that white is "not intended to inspire but taking care not to offend", with Cloud Dancer representing "austerity, virtuous simplicity and the notion that neutrality equals virtue".

The designer references the pandemic as a pivotal moment in how people perceive their homes.

"Overnight they became our workspaces, refuges and emotional anchors," he says, stating that in this context, directing the Colour of the Year towards "more visual emptiness seems rather disconnected".

Instead of offering calm, he argues white now threatens to amplifying "a sense of desolation", especially when combined with cool, clinical lighting.

'Hospital Vibes'

Lara Clark, a Surrey 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 extremely sparse or architectural spaces, she says pure white shades rarely create calm in real homes.

"What looks serene in a professional photo can readily seem clinical at home," she clarifies.

"The color white may seem stark and demanding and you don't want your home to emit hospital vibes."

She adds that "homes should elicit happiness and be inviting and lived-in, and this hue feels quite distant from that."

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed joyful interior design", using vibrant hues to express individuality.

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

Since its launch in 2000, Pantone's Colour of the Year has evolved into a powerful trend indicator.

Previous selections have featured the hopefulness of Living Coral, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and most recently softer, feeling-based tones like Peach Fuzz.

These colours don't just live on trend forecasts - they show up in fashion collections, cosmetic products, home decor, product wrapping and even consumer electronics, shaping how products are marketed and how consumers envision the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue feels soft and refined rather than severe".

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

"Even if you prefer not to repaint, you can introduce the colour into a room with cushions, blankets and curtains."

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 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 particularly well as a backdrop for architectural details like panelling and curved entries which is a "growing trend in contemporary houses".

In apparel, white has long been a staple rather than a statement and as a Colour of the Year it poses a unique test to designers more accustomed to vibrant colors.

Luxury stylist Oriona Robb says championing white feels "not focused on newness and more concerned with purpose", reflecting a movement towards refinement after years of trend overloads.

"White forces designers and those who wear it alike to concentrate on shape, scale and quality, there's really nowhere to hide," she clarifies.

But she adds that it also holds presumptions around self-image, lifestyle and advantage, stating: "If white is viewed as something only a narrow group of people can pull off, it becomes exclusionary."

She says the fashion world is already aware of the problematic connotations tied to celebrating white as an aspirational standard, particularly during ongoing discussions about inclusion and approachability, and the real test will be whether "companies address that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice initially shocked her, given Pantone's history of bold colours, but says it reflects a authentic change and aligns with a broader sentiment of "quiet luxury