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In the West,in the past,beauty was seen as a major endeavour of the arts but by the end of the twentieth century beauty had been reduced to a subjective,intellectually inconsequential and even ridiculed value.This reduction in the philosophical status of beauty led art and design to postmodem aesthetics.Meanwhile the representation of beauty proliferated in all forms of creative expression.Today with increasing globalisation,experiencing the aesthetic boundaries of taste raises new questions about the transcendance of beauty and the local and global manifestations of it.This lecture considers the economic and cultural relevance of beauty for the 21st Century.