Aesthetics of Consumption: Reflections by Alessandro Turci on Freedom, Truth, and the Fiction of Beauty The global trend of redefining relationships through strength and authoritarianism—shouting anything violently, as long as it is direct and shocking—has recently taken an unexpected turn, a clear and opposite reaction. It no longer seems to be merely a demand for freedom and respect for life, but rather a need for truth, which undoubtedly begins with a correct understanding of one’s roots, aiming toward an optimistic and serene (as far as still possible) future vision. Authenticity, perceived in histrionic and violent behaviour, appears not to hide further threats; it is fully declared in all its aberrations. What can malice conceal, if not its very nature? Thus, diplomacy, respect, and politeness come to seem like a false and affected façade, which can carry dangerous implications. The ignorant is not only the one who does not know, but also the one who, naively spontaneous, expresses himself with blunt frankness. Crude but genuine. Real. This condition generally arises in a climate of confusion, a disorientation of a value scale based on knowledge and acceptance, bringing with it a bitterness mistaken for determination. And along with it, a widespread distrust toward the other, whose true nature, history, or needs we are not interested in discovering—only in keeping them appropriately distant from our interests. Nationalisms are the result of a deep inability to see the other as a resource and as the ultimate goal of our actions. In such an environment, function is everything. Not who you are, but what you are good for, seems to be the mantra that pervades every corner of our lives, the sole criterion for use and disposal, like good serial consumers. In the same way, Beauty seems also required to have a certain, orderly function that defines the boundaries of what is acceptable—a quality of the object. Confusion must be scaled down and brought back to a rigorous, secure compositional order. In design, we have seen decades of Le Corbusier-like composure, of simple and linear structures as interpreters of a minimal and essential taste, forgetting how important emotion was as a function. An affection that goes straight to the point, to the stimulation of those human affinities that should elevate our species. The concept of synthesis well expresses the pursuit of a complex and unified representation composed of individual elements—the achievement of a thought that encompasses various stages in one. The consideration of a multifaceted and complex reality, therefore, is not a simplistic surface-level reduction, but a deep and often painful incision. The reduction that the market imposes in the commercialisation and evaluation of the value of things, from artworks to fashion collections, follows the same dynamics of supply and demand that have nothing to do with creative flair and uniqueness. Branding guarantees the collector or buyer a return on investment. Beauty as fiction. But a beauty that does not disrupt, does not subvert, does not strike. Man Ray Everything is based on a precarious balance that quickly gives way to novelty, making it necessary to perpetuate an obsessive cycle of constant assortment. A path fueled by an unstoppable technological advance for its own sake, without purpose and devoid of ethics. A terrain where anything goes, but never for long enough. Deadlines dictated by algorithms, the financial system, and the need to increase revenue, no matter what. Consumerism, the culture of possession beyond actual needs, is in a race for spectacle. Freedom, on the other hand, is value, respect, understanding, acceptance, joy, and knowledge. An uncontainable energy that spreads and inspires, leaving no space for fear, distrust, or anxiety. A complex path that embraces synthesis, truth, and authenticity. A space where everyone finds the courage to recognise themselves through encounter with the other. Where progress is the betterment of all, indiscriminately. Alessandro Turci speaking
