Culture will save the world
Maria Vittoria Mangiarotti, Davines Creative Director, shares with us some thoughts on beauty, inclusion and time.
I profoundly believe that it is culture’s responsibility to save the world, long before beauty should. I say this because Beauty doesn’t have an aim – it exists for itself.
Beautyitself doesn’t have end communication objectives – its inspiration is absolute – if we can grasp it.
Culture, defined as traditions, art, music, stories, cinema, and history, is the only alternative humans have to be able to connect intellectually with their fellow humans, and is the only way an individual human can project himself to others and talk about the world.
We often reflect on how to improve the future for the younger generations and, more generally speaking, on what is right for society.
I think that the answer is to provide and impart culture that is neither swift nor fleeting, culture that belongs in a time and a space, culture that expects questions to be asked, contrary opinions to be given, dialogue to be shared, and not simply “likes”, or abstention due to boredom.
And thus Instagram. It is perfect because it enchants for an instant, inspires for an instant, entices for an instant, deceives for an instant, and in return, reinforces our own self-image.
But engaging in culture forces us to take a position, to chain ourselves to an image, to an idea, and we can go no further, until the compare and contrast has played itself out. Culture is to listen to words, to watch a film, to meditate on the stories we are following.
And this rite that we are engaged in leads us to discover that we are different from the way we were just before. Our age is filled with extreme and massive simplification, dissemination, and promulgation. A democracy of voluntary slavery, because it does not envisage critical thinking and even discourages it.
First and foremost, we need culture. We need it to develop freedom and personal creativity in relation to our own lived experience. And we need time, the right amount of time, not one made up of virtual instants – in a real location with an assembly of the free and the willing. Culture can save the world by developing further thought, given the daily routine that is ever more functional to inherent societal needs and goals. The world will be saved when culture has figured out how to fairly share the right keys – so that Beauty is given the chance to convey itself to everyone.