Infinity

Whether talking about architecture, underwear, or tattoos, Loos places these elements on a linear evolutionary scale defined by how a society ornaments its utilitarian objects. In his writings ornament functions as the formal connection between architecture, clothing, and the human body. In each instance America is placed at the peak of this ladder of civilization. Loos appropriates the idea of American culture, pairing public knowledge of the United States with his own experience to create a fictional modern utopia meant to provide Austrians with a sense of hope and an ideal model to emulate. On a more personal level, Loos adopts the guise of the American in his style of dress and demeanor as a form of self-promotion for his architecture and writing.