From teenage boys with bleached blond hair to toilet brushes in designer cases, conscious style is spreading to places we never expected. Aesthetics--the look and feel of people, places, and things--is becoming an increasingly important source of economic and cultural value. In her new book, Virginia Postrel examines the reasons behind this trend. Arguing against those who see style as merely commercial manipulation or social status seeking, she contends that the economic value of aesthetics arises from the deeper, more personal pursuit of pleasure and meaning. Drawing from fields as diverse as fashion, real estate, politics, design, and economics, The Substance of Style deftly chronicles our culture’s aesthetic imperative and argues persuasively that it is a vital component of a healthy, forward-looking society.