Post-Modernism Is Ugly

By Leo Gura - March 1, 2026

A shortcut for knowing that post-modernism is wrong is that it’s ugly.

The following is an example of the ugly post-modern aesthetic. This is a recent Jaguar ad that rebranded the carmaker Jaguar into a post-modern shitshow. Jaguar as a brand killed itself with this one ad.

This is post-modern group-think & conformity. It tries so hard to be edgy, cool, and different that it’s just ugly mindless impractical shit. There is a deep reason why post-modernism is so ugly, which no post-modernist understands: because it’s disconnected from Truth. Post-modernists don’t understand that Truth is Beautiful because they don’t even understand that Truth exists. In a double-irony, it is ugly to deny that Truth exists. People who deny the existence of Truth are ugly. They are made ugly just by their denial of Reality.

The ad says “Copy Nothing”, but ironically the ad is desperately copying stupid post-modern trends. I liked this YouTube comment: “Copy Nothing — proceeded to immediately copy every soul-defiling modern trope.” I also liked this comment: “Seems like Jaguar forgot their main customer was older heterosexual men.”

Being different just to be different is stupid and untruthful. For being different to be meaningful, it has to be grounded in a genuine need to be different, a functional reason. Being queer for the sake of being queer is wrong and ugly. Post-modernism pushes queerness just for the sake of queerness. Post-modernism tries to be so clever it becomes stupid.

Anyone who denies Truth is made more ugly than they would otherwise be. Because Truth = Beauty. Just to deny Truth demonstrates that there’s something wrong with you.

“But Leo! Wrong is relative!”

Not that relative. That Jaguar ad is WRONG.

Normies intuit this without being able articulate why it’s wrong. It just feels off to them. It takes a couple of decades of philosophical work to understand the technical reason why it’s wrong.

The notion that wrong doesn’t exist is very convenient to those who are wrong. How beautiful.

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