Pantone has been taken to task by some media outlets, and more critics on social media, for choosing “Cloud Dancer” — a version of white — for the 2026 Color of the Year.
Leatrice Eiseman, executive director of the Pantone Color Institute, was unavailable to comment Monday about the pushback, nor were other executives at the company, according to a spokeswoman.
In a lengthy issued statement, Pantone said, “The global team at the Pantone Color Institute selected this color for its emotional and creative resonance, not as a statement on politics, ideology, or race. Pantone does not assign political narratives to color; to select or avoid a hue on that basis would give such narratives a significance they do not hold in this process.”
In recent days, the choice of white has been questioned online, given the current political discourse, and the rollback of DEI programs. It has also been suggested that white signals wealth and elitism, as in you can afford to keep your clothes clean. Some on social media posted that Pantone is “whitewashing” and “Pantonedeaf.” Others drew comparisons to last summer’s controversial American Eagle ad campaign with Sydney Sweeney that referenced “good genes.”
Acknowledging that this year’s Pantone Color of the Year “has appeared in many different conversations,” the statement opened with, “We understand that people bring different feelings to its meaning; color shifts depending on context and perspective. Cloud Dancer is a color about relaxation, reflection, and creativity. The Pantone Color of the Year selection process is rooted in an understanding of humanity, drawing on close observation and global trend analysis to recognize what is emerging across the design landscape. It considers the moods a color can evoke and the experiences it can shape in design.”
Pantone introduced “Color of the Year” in 1999 in honor of the new Millennium, and it continued with the concept annually. The latest announcement is the first time that a white hue has been revealed as the”Color of the Year.”
From the company’s viewpoint, “Cloud Dancer visually represents a space to create, like a blank page ready for you to turn your inspiration into reality. It gives us the ability to become receptive both to what can be and what’s ahead as Cloud Dancer suggests the inner peace we feel after clearing the noise around us. As a color, it was chosen for its calming presence, its ability to inspire reflection, and its versatility across design. It offers an open foundation for creative exploration with color.”
The color specialist also said the name “Cloud Dancer reflects a universally shared experience: wherever we are in the world, we all look up to the clouds for inspiration and wonder. In the simple act of looking up, we’re connected by the drifting lightness of clouds. That universality is a huge part of why Cloud Dancer was selected as the Pantone Color of the Year 2026.”
Sew Branded’s chief executive officer and chief creative officer Scott Woodward said Monday that he has always looked forward to the Color of the Year since it is “so crucial to everything in the branding, luxury and fashion universe.” Approving of this year’s hue as “a calming and neutral influence,” he said, “And [I] didn’t read into it any political undertones…I think giving voice to Cloud Dancer is interesting, and white is so universally used in creative executions with photography and as a negative space in ad layouts. It can be both bold and quiet. I like it, the ethereal nod and its importance in design. It’s a bold, clever choice by Pantone.”
