The Importance of Aesthetics and Style

Virginia Postrel’s “The Substance of Style” is a delightfully insightful book that challenges our conventional beliefs about the significance of aesthetics and style. In this article, we’ll explore some of the key takeaways from the book and why they matter.

Introduction: The Book and its Contributions

Virginia Postrel’s book introduces a new kind of social criticism that’s both economically literate and filled with psychological insight. She argues that despite the increasing importance of aesthetic values, traditional measures of living standards don’t reflect their impact. Furthermore, she shows that aesthetics don’t have to come at the expense of substance, but rather be an integral part of it.

The Aesthetic Imperative: Dealing with Elitism

Postrel begins her argument by tackling aesthetic and cultural elitism on every front. She engages with those who question the need for fashion and style, as well as those who assume that they know better than the masses when it comes to aesthetic decisions. She argues that the “aesthetic imperative” has a deep and fundamental appeal to human appreciation for beauty. For instance, she uses the example of Afghanistan, where people quickly lined up to shave their beards, paint their nails, and buy imported TVs once the Taliban fell.

The Value of Aesthetic Experiences

Postrel’s book highlights how people value aesthetic experiences for their own sake. Contrary to popular belief, style and fashion are not just about status, but aesthetics play a more profound role in how people choose to express themselves. The iPod, for instance, combines functionality with beauty, allowing us to carry great artistic achievements in our pockets, and creates lasting value for its users.

Takeaway for Critics, Entrepreneurs, and Managers

Postrel’s book reminds us that people often have different tastes and preferences, and we shouldn’t judge others’ aesthetic choices. Moreover, ignoring the aesthetic imperative can have grave consequences for entrepreneurs and managers. Aesthetics can make or break business, and it’s essential to recognize that it’s yet another margin on which people create meaningful value.

Conclusion

In conclusion, Virginia Postrel’s “The Substance of Style” is a must-read for those interested in design, aesthetics, and social change. Its insights into the aesthetic imperative, the value of aesthetic experiences, and the importance of aesthetics in business make it a timeless and thought-provoking book. Let us learn to appreciate the aesthetics and style we encounter every day and not shy away from expressing ourselves.