Kitsch has changed. What was once considered a style of bad taste, relegated to the decorative sphere and associated with bourgeois aesthetics, has transformed into a global "neo-kitsch" that permeates architecture, leisure, fashion, the entertainment industry, and even digital communication. Its influence has grown so much that it has given rise to a "luxury kitsch," adopted by major brands and financial elites. Expansive and omnipresent, it is no longer limited to objects or images, but rather shapes a veritable civilization founded on the logic of excess: the civilization of "too much."

Gilles Lipovetsky and Jean Serroy do not limit themselves to a nostalgic critique or a moralistic judgment, but rather explore kitsch as a central phenomenon in the anthropology of modernity, revealing the human need to escape in a world dominated by the aesthetics of the ephemeral and seduction. Instead of reducing it to superficial frivolity, they analyze it as a key to understanding our times and place the issue in its real context. This book does not seek to condemn it, but rather to offer a lucid and insightful reading of modernity, with its contradictions and excesses, to demonstrate that kitsch is not something to be eradicated, but rather understood in all its complexity.