Somerset House’s “Cute” exhibition challenged everything I thought I knew about aesthetic appreciation and emotional manipulation. From Hello Kitty’s global domination to the psychology behind our obsession with baby animals, the show revealed cuteness as a serious cultural force.
The most unsettling section explored how cute aesthetics influence consumer behavior and political messaging. Seeing propaganda posters designed with kawaii elements next to children’s toys made me question my own relationship with visual innocence.
One installation featured endless loops of cat videos alongside academic analysis of their neurological impact. The juxtaposition between mindless scrolling pleasure and scientific rigor perfectly captured our contemporary relationship with digital comfort.
The exhibition’s exploration of cuteness as power reminded me why I write about the psychology behind polished surfaces. What we find irresistibly adorable often masks complex systems of influence and control.
Posted from London, where even innocence becomes a calculated aesthetic strategy.
— Writer Julia Zolotova
