For many years, before the COVID-19 pandemic and the social media-ification of trend forecasting—and trends in general—Pantone had a firm grasp on the design world with its annual christening of the “color of the year.” Back then, the company’s yearly declaration felt agenda-setting, definitive, and seemed to move the needle for tastemakers. It at the very least helped validate and inform their choices.

While fashion brands and interior design firms, among others, still widely use Pantone as a hue-matching tool and general color bible, news like the arrival of a new Pantone color of the year just doesn’t seem to generate the same amount of buzz as they once did.

And then there’s today’s announcement of the It-hue for 2026: White.

Yes, you read that right. The color of 2026 according to

See Full Page