For anyone who has spent a long time living in rental properties, confronted by the same standard-issue magnolia walls and yearning for injecting personal style to their home, Pantone's new Colour of the Year might be perceived as a personal attack.
This time around, the renowned color company has designated a shade of white as its annual hue.
To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "acts as a symbol of tranquility in a society re-learning the worth of stillness".
It represents 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 "represents more than a hue, it's a mindset" and reflects a widespread yearning to decelerate, recalibrate and achieve serenity after years of aesthetic chaos.
But some detractors have branded the decision as "insensitive", suggesting that championing minimalist and pristine white spaces can feel disconnected from the more compact, lived-in homes most people call home.
Others propose that framing white as an ideal introduces subtext related to race, causing discomfort amid continuing political and cultural dialogues about race and representation.
Interior expert One design critic says the criticism goes beyond aesthetics, arguing that white carries societal connotations and is rarely a innocuous choice.
"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to represent "wealth, order and removal from disorder".
He explains that white is "not about inspiration but taking care not to offend", with Cloud Dancer personifying "restraint, virtuous simplicity and the notion that neutrality equals goodness".
Beaumont points to the global health crisis as a pivotal moment in how people perceive their homes.
"Almost instantly they became our offices, sanctuaries and emotional anchors," he says, noting that in this context, pushing the Colour of the Year towards "more aesthetic barrenness seems rather out of step".
Instead of providing calm, he believes white now threatens to heightening "a feeling of desolation", especially when combined with cool, clinical lighting.
Lara Clark, a Surrey based interior designer, 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 foster calm in real homes.
"What looks serene in a styled shoot can readily seem clinical at home," she explains.
"White can feel stark and unforgiving and you wouldn't wish your home to give hospital vibes."
She adds that "homes should spark joy and be inviting and welcoming, and this shade feels quite distant from that."
Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to express personality.
A representative of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was chosen as it "integrates perfectly 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 powerful industry signal.
Past choices have included the hopefulness of Living Coral, the calm confidence of a deep blue, the vibrancy of a bold pink-red, and more recently softer, emotionally driven tones like a soft peach.
These colours don't just live on style predictions - they appear in fashion collections, beauty launches, interiors, product wrapping and even consumer electronics, shaping how products are sold and how consumers envision the coming year.
Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue seems gentle and refined rather than stark".
Contrary to those who say the colour is dull, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, calming atmosphere".
"Even if you don't want to repaint, you can introduce the colour into a room with cushions, throws and curtains."
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 benefits, explaining that white can work especially effectively as a background for design features like panelling and curved entries 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 poses a different challenge to designers more familiar with bold shades.
Fashion consultant A styling expert says elevating white seems "not focused on newness and more about intention", reflecting a shift towards refinement after years of fad saturation.
"The color white compels designers and wearers alike to concentrate on form, scale and quality, there's really no room for error," she clarifies.
But she continues that it also carries presumptions around body confidence, way of life and advantage, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."
She says the fashion world is already aware of the problematic connotations associated with celebrating white as an ideal, especially amid ongoing discussions about representation and approachability, and the real test will be whether "brands address that complexity authentically, or simply aestheticise the colour".
Style consultant Katie Malik concedes the choice initially surprised her, given Pantone's history of bold colours, but says it mirrors a authentic change and aligns with a wider mood of "quiet luxury
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