This quilt (got it in white) is VERY white.  It is also very soft and comfy.  My husband joked that I bought a Pink Floyd album cover for our bed.  Only issue is that we have a king bed with a reasonably tall mattress and it's not oversized at all and there isnt a bigger size to buy, so it's a bit short on the sides.  It definitely feels nice to snuggle up with though so I am overlooking that since only we see it anyway.