Fuad-Luke comments that conventional notions of beauty are those that align with financial profitability, a profitability that is ultimately destructive in social and environmental terms. He argues that instead, “we need new visions of beauty—we could call this beauty, ‘beautiful strangeness’, a beauty that is not quite familiar, tinged with newness, ambiguity and intrigue, which appeals to our innate sense of curiosity,” a beauty that, rather than stemming from profits, stems from resilience. Positioning of the goal of activism—its destination—in aesthetic terms is important for a design audience, but selection of the word “strangeness” strikes me as unfortunate given the weight of negative connotations that terms such as “activism” and “sustainability” already confront. We are in need of more resonant rallying cries, and the book does offer these within its pages.
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