Kitsch is gaining more support every day, without a single protest.
For many years relegated and contained within the sphere of mere bad taste – while being labelled unsuited to its own era, according to its denigrators (Hermann Broch, Umberto Eco and Milan Kundera, just to name a few) – kitsch is becoming increasingly popular, thanks to egalitarianism and the blending of aesthetic values.
Immediately after the collapse of the Soviet bloc and the disappearance of the great ideological discourses that structured the world, kitsch resumed its offensive, only this time in the name of a victorious "libertarian liberalism," advocating the individualisation process dear to Gilles Lipovetsky, and the advent of the era of triumphant narcissism.
Las Vegas, a city symbolising architecture and gambling, Jeff Koons, Pierre and Gilles, and Disneyland are mentioned here in an attempt to demask this offensive.

Valérie Arrault is a Senior Lecturer at Université de Montpellier 3 and a painter.