Life is to lifestyle
what body is to corps

The style of current wellness brands is disturbing. A single candle can cost 150$ and smell like somebody’s orgasm who I don’t know well enough to want to smell. It is a toxic industry because while posing as ‘wellness’ it is really selling something far off that track. We actually need to go against the philosophy of wellness in order to obtain it.

The Minimalist aesthetic is the first rotten bone that throws us off our hunt. These are ‘luxury items’ that require extra spending on non essential stuff. The ‘be your best self’ slogan is actually Perfectionism. Be perfect skin, white teeth, clean kitchen, natural wood something or other, perfect spiky desert plant, mid-century chair, lady with blond hair.

Make a ‘simple’ and gorgeously FRESH SALAD whose diverse colour cornucopia of vegetables is itself a privilege of free time and purchasing power.

Is this Wellness not just a contemporary name for Beauty? A word now antiquated in comparison to the ubiquitous presence in the 1950s et al. Nothing more than a skin deep projection of the patriarchy, a surface value system. We are trying to go deeper now; not just our skin, but our homes. Not just the way we look, but how good the environment around us smells.

We are into friends and Labradoodles and picnics on our rooftop patios. Basically the same unattainable shit as always. It is a white washed world enough to make anyone trying to attain its’ perfection, go totally mental.

Maybe we aren’t suppose to attain it. Maybe this truly is the sophisticated church of Capitalism. The white guy in the sky is pure, powerful and gentle; Gwenyth Paltrow’s Goop, is white bread in the kitchen, soft, smiling and deceivingly omnipotent. We feel envious of her life, we want it and feel guilty that we don’t have it. Our kitchen’s have mould and our teeth are un veneered. We must be unwell.

So we spend money to relieve that guilt, because it is one thing to keep up with the Jonses but another to be unwell. This perpetuates the un-sanity. A product or idea never lasts in making us feel good and this becomes our church. Our searching for relief, salvation, heaven.

It is a Mental-Illness-Wellness cycle. It is not a parody of the creator story, but a sophisticated, multi billion dollar simulation.

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