Beyond the Beauty Vs Utility Diatribe. Towards New Aesthetic Categories for Ecodesign

The aesthetics of industrial objects has traditionally been framed by the diatribe opposing beauty and utility. Modernism has privileged a simple but functional aesthetic, following the motto “less is more”. In the second half of the twentieth century, new aesthetic categories emerged that enhanced playfulness, irony, and memory. At the turn of the century, industrial production faced the challenges of environmental sustainability: this is how ecodesign has come about. Originally quite a niche, this new trend is now practiced by many brands. Design today is geared towards natural fibres and recycled materials, reconciling beauty with the ethics of responsibility. Given these premises, this essay aims to outline a theoretical framework for the aesthetics of industrial objects, which goes beyond the useful Vs beautiful dialectics. In this regard, centre stage is taken by the notion of frugality. Already prominently featured by the sociological and anthropological debate, this notion is now also part of the architectural discourse (see the Manifesto for a Happy and Creative Frugality). As it combines beauty, health, and well-being, frugality provides an aesthetic-functional category, and it can notably provide a theoretical model for the production of sustainable objects and clothes. Nevertheless, the challenges faced by design in the ecological transition are broader. They concern in fact a different way of relating to the environment and designing lifestyles. In this regard, frugality can also become an ethical-aesthetic measure of life and a healthy way of inhabiting the world.