Beauty Is Back, Boys
The aesthetic of 'queer' is out of fashion
I will spare the reader a highlight reel of intersectional feminists melting down on TikTok about white supremacy. I have nothing original to add to the commentary on American Eagle baiting ‘progressives’ in order to sell blue jeans and make a billion dollars. I just feel the need to mark this occasion.
‘Sex sells’ was the rule of advertising until ‘body positivity’ insisted that the hierarchy of beauty be flattened. ‘Queer’ propaganda is rainbows and glitter with dull character macros when it isn’t pornographic body horror. All those women on TikTok are not actually upset by imaginary white supremacy.
They are just mad that the genetic lottery is back, and they are its losers.
A beauty pageant is a kind of meritocracy. Whatever their faults as spectacles for the male gaze, actual beauty is the prerequisite for winning a beauty pageant. All the talent and education in the world will not make a Miss Universe out of an ugly woman.
Spare me the lectures about shifting cultural definitions and preferences. Rubens famously painted beautiful ‘plump’ women because there were standards of beauty, whereas the post-#MeToo world had no standards of beauty at all. Every woman is beautiful in her own way, so in order to defeat the male gaze and make the world safe for women beauty had to be banished from the culture.
Recall the infamous 2019 Gillette ad against ‘toxic masculinity’. In one sequence, a young man starts to follow a pretty woman, only to be stopped by another young man. The message: leave women alone, bro.
Now there are viral videos of young women wondering why men won’t hit on them, New York Times op-ed writers despair that men don’t want to date them, and social scientists are wringing their hands over an epidemic of loneliness.
Men have spent a million years evolving brains that objectify the opposite sex. Patriarchy does not objectify women, men do that, and not because they are misogynist but because male humans have evolved brains that objectify the opposite sex. Ladies, get over your discomfort, or else get over men.
In 2024, the video game Star Wars: Outlaws failed to capture the imagination of the young men who predominate video gaming even today, a decade after #gamergate. Kay Vess, the female lead character, was made ugly on purpose. The game failed, and lost hundreds of millions of dollars.
Meanwhile, Stellar Blade, a Sony game made overseas, was a huge success in 2024 and still has plenty of gameplayers on the Steam platform today. Eve, the game’s protagonist, has a body designed to appeal to the male gaze. Also, she is not the least bit Caucasian.
Jaguar CEO Adrian Mardell has just stepped down ahead of the new, all-electric models hitting showroom floors. Sales have collapsed by 98 percent ever since Jaguar debuted its “copy nothing” ads that copied everything except masculinity. Stockbrokers are selling their used Jaguars because they want a masculine car, the kind that will impress a woman like Sydney Sweeney into the passenger seat.
Money is the ultimate meritocracy. Money talks, bullsh*t walks, and all the body positivity intersectional feminists have is hysterical bullsh*t about white supremacy because sex sells, which is to say that beauty sells.
I can hear what many readers are thinking right now: What does this have to do with ‘gender identity’? Everything. The flattening of the beauty hierarchy was part and parcel of the social gaslighting. We were supposed to look at men and find female beauty in them, to praise Dylan Mulvaney for being pretty instead of shuddering at an uncanny valley.
The era of ugly, with its pink and blue hair and septum rings (seriously, ladies, those look like metal boogers, no wonder guys don’t ask for your number) is over. It was a fad, a mod fashion that now passes, fading fast, defining the look of an era that capitalism is already embarrassed that it ever enabled.
DEI was supposed to flatten all the hierarchies — race, ‘gender’, citizenship, Israel-Palestine — through the elimination of meritocracy. Henceforth, jobs and perks would be doled out according to identities rather than merit. It was all patently illegal, of course, but they did it anyway because otherwise, the white supremacists would win.
Now it is all coming undone. Corporate Pride funding has collapsed this year. ‘Woke Hollywood’ is scrambling to arrest billions in losses. Democrats are struggling to remember what a woman is, for the vibe has truly shifted. No wonder the future cat ladies scream about Sydney Sweeney in the TikToks. They haven’t got a chance.
Great article. I'm a fan. I gave up on being a Dem and even liberal when I found that even questioning the trans Right movement got you canceled and fired and ostracized. They are just as dogmatic as their red "friends across the aisle." I like your work, even when you're being a dick.
I have to disagree that men not wanting to be followed by random men why why everyone is single. I don't know any woman that met her man that way. Men can not be stalkers. It's the lack of face to face interaction and lack of community that is causing that - ladies upping their standards. Also, you are talking about affirmative action, not DEI, which has It's issues but hiring quotas aren't one of them. I am kind of tired of this confusions across the board. DEI is responsible for things like resources for disabled employees.
That being said, the absurdity of people not understanding is absurd and frankly worrying. I can't but can believe that people are mad about this and accusing it of eugenics. Kind of how people throw around white supremacy all the time. Good lord.