Brave New Hedonism
At the verge of the cornucopia century, we've seen it all. The sudden boom of omnipresent happiness and pleasure. The appraisal of the spirit of freedom and consumerism, the rising perception of ego, and the so-called "Me!Me!Me!" mania. Tracing its beginnings in Ancient Greece, the pleasure-seeking lifestyle evolved into a vast phenomenon. The switch from guilt and taboo to celebration of personal pleasure and lifestyle choices. The game came up to the big scene, and it's your turn now to embrace the brave new hedonism or remain translucent.
"Vida Felix" Art-Fashion Photography via @kimmoondog
It all begins with Epicurus and Aristippus - the greatest minds of Ancient Greece's philosophical scene. Hēdonē, meaning pleasure, was believed to be one of the greatest goods one can find in the mundane reality. The ultimate goal in life which shall be pursued by everyone. Aristippus of Cyrene advocated for immediate pleasure and visionary explorations. In contrast, Epicurus applied a more reserved lens, believing that good - as a centre of human existence, is crucial but can't replace mental pleasure. He believed in avoiding pain through simple living and thoughtful reflection, suggesting that the pursuit of pleasure must be balanced with self-control and wisdom - the tranquillity of living. These thoughts became the ground of both philosophical and popular narratives of hedonism, giving it a shape that we can spot these days.
As time passed by, the narrative of Hedonism underwent some changes, switching its spectacle from philosophical inquiry and moving into the realm of excess and indulgence. By the Enlightenment period, hedonism was often seen in a negative light, linked to moral laxity or selfishness. The idea of living for pleasure alone was criticized as irresponsible, (particularly by religious and ethical thinkers).
In the postmodern society, the word hedonism once again changed its connotation, turning it into a self-care or self-fulfilment phenomenon. It's no longer solemnly about indulgence and seductions, it's a part of our well-being and stability. With the rise of wellness culture, one can easily spot the shift in the scene. Under the new spotlight, the previously demonized hedonism became a mentality, praised in the consumerist realities - the reflection of how the "indulgence" became more socially acceptable and even celebrated.
This shift can find its essence in the prosperity of individualism and self-expression praised in the modern days. In a time when everything is about you and belongs to you, life is a feast, and you have to grab the biggest piece out there. Or, simply put:
“Let them eat cake” (Marie Antoinette)
Society tends to be on the mission. Mision of recontextualizing hedonism as not just about excess, but about a mindful pursuit of joy and satisfaction. The striking feature of modern pop culture is the sweet allure of happiness. The mainstream media are all out here, grabbing our attention with the era of "self-love" and wellness. The influencers, or "the media voices of Gen-Z", are all just around the corner, explicitly reestablishing the reign of the "Living your best life" era. The "mindfulness", "self-expression", and other pop-cornish terms are the echo chambers of the social media algorithms, a repetitive rhyme one can't escape.
Modern art, however, highlighted the "me cult" in a more prosperous and elegant way, celebrating themes of hedonism and pleasure in bold and unapologetic ways. We all love it when artists embrace sensuality, indulgence, and self-expression, challenging traditional notions of restraint. This is seen in provocative installations, fashion photography, and music videos that highlight excess and pleasure. Let us quickly recall the phenomenon of Brat-Summer. Hedonism in its pinnacle form - the overexaggerated greenish covers, the allure of techno-culture, the sexuality and boldness of rhymes and the experimental sound of pop music blended with techno beats. The scandalous pop-culture moments are fleeting around the linen of hedonism and happiness, the candy-floss dreams full of love, passion and seduction.
The artistic expression of art hedonism is exceptionally vivid. One of the beloved artists of the Vienna artistic movement, Gustav Klimt, whose paintings just like The Kiss and Judith highlight intimate, erotic themes, where luxurious gold leaf and intricate details enhance the sensory experience. Klimt's focus on the human body, sensual pleasure, and the opulence of his era made him one of the leading explorers of hedonism in the painted medium. Another vivid symbol is Picasso. His paintings of circus performers and harlequins, as well as later works depicting lavish lifestyles, explore the pleasures and sorrows of human existence.
The fashion industry doesn't fall behind. The brand rush has been around for quite some time, and it does not plan to stop. Designers like Gucci and Versace have built entire aesthetics around indulgence, glamour, and a carefree embrace of opulence. The whole concept of fashion brands and houses of glam is a huge tray full of vibrant options. From runway shows to red carpets, fashion brands have become synonymous with the pursuit of pleasure, status, and extravagance. The allure of luxury lies not just in the garments themselves but in the lifestyle they promise—one of indulgence, exclusivity, and constant reinvention. High fashion is an equivalent of status, the possibility of living one's life in a plethora of ways. Plethora of being, of fun, of desire. We can even spot the metamorphosis of the previously untouched arena of streetwear. Far away from the realm of luxury goods, even modern streetwear translates the narrative of a hedonistic paceway. The rise of streetwear brands like Off-White and Supreme has also played into this hedonistic culture, popularizing indulgence in a way that makes fashion a source of immediate gratification for the younger generation. Limited drops, exclusivity, and hype culture have transformed fashion into a game of instant rewards, where owning a coveted piece is a fast track to status and pleasure.
The last one important to be mentioned in our discussion is the essence of sexual liberation. Sexuality, once shrouded in taboo, is now more openly discussed and explored in media and personal life. Movements like sex positivity have transformed societal views on sexual pleasure, normalizing conversations about desires, preferences, and the importance of personal sexual satisfaction. Platforms such as OnlyFans and the broader adult entertainment industry have also played a role in de-stigmatizing pleasure, allowing individuals to express and monetize their sexuality in ways that were previously considered taboo. The freedom of sexual expression is currently on its rise, showing itself almost omnipresent within art, music and even fashion. The postmodern liberal sexual relationship is a tribute to the positive and flourishing nature of the hedonistic narrative.
The roots of hedonism are hardly detectable, but what is more sincere is the rabbit hole of pop culture that is breaking alongside it. Indulgence or restraint, excess or minimalism - it's hard to define what borders one can consider "normal". Some allures like sexual liberation or freedom of speech are the golden seeds of hedonism, whereas instant gratification and the rise of consumerism are hardly debatable in the pleasure-seeking realm. The double-edged nature is one of the most prominent parts of the discussion of hedonism. One can not simply define its fault lines. Its complexity hides behind its fluidity and duality. Liberating for one - devastating to another. In the end, hedonism defies its definition, existing as both liberation and temptation, joy and excess. As modern society continues to embrace this brave new world of self-expression, the line between fulfilment and overindulgence becomes ever more blurred. Hedonism, in all its complexity, remains a mirror, reflecting back what we value most in our time.
