Brutalism emerged in 1950s England as a stark reaction to the aesthetic principles of the Modern Movement. It marked a significant shift towards prioritizing the social function of architecture over visual appeal. Here, building materials were laid bare, revealing the raw essence of the structure – a triumph of ethics over aesthetics.  

However, the meaning of “Brutalism” today has evolved considerably. Over time, the concept has changed and expanded, ultimately transforming into something easily recognizable by its outward appearance: rugged, monumental, and undeniably forceful. It’s a resurgence of the aesthetic, almost ironically so.

The term “Brutalist” has become a trendy adjective, straying from its original meaning. Now, it’s casually applied not only to large exposed concrete buildings but also to artworks, design pieces, cars, and even unconventional fields like makeup and NFTs. Always in the context of aesthetics, it signifies something robust, unexpected, concrete, and, naturally, “brutal”.
 

The original Brutalism has undergone a transformation, becoming fashionable and integrated into pop culture. Buildings from the golden era of Brutalism have served as backdrops for fashion shows, photo shoots, and music videos. From the Arctic Monkeys’ “The View from the Afternoon”, shot against Sheffield’s Park Hill complex – an influence from the ideas of Jack Lynn and Ivor Smith, inspired by the Smithsons – to Mahmood’s “Tuta Gold”, filmed in the massive Melara Quadrilateral, a working-class enclave in the suburbs of Trieste characterized by two colossal L-shaped slabs.

The rise of Brutalism hasn’t spared Instagram, where the hashtag #brutalism is trending, appearing in nearly 1.5 million posts. Interestingly, many of these posts have little to do with buildings, highlighting a trend that associates the term with a distinct aesthetic now divorced from its architectural origins. Structured clothing, minimalist interiors, and a healthy dose of 1980s tech design dominate searches and profiles like @neontalk and @80s_renegade.

In this curated selection, we’ve rounded up 10 accounts that offer a glimpse into the many manifestations of Brutalism today.

With 5 years of experience and nearly a million followers, @brutbuilds stands out as one of the most popular Brutalist-themed profiles on Instagram. The account not only showcases the familiar Brutalist landmarks that are ingrained in our collective consciousness, but also offers a fascinating exploration of lesser-known projects. Its feed is filled with design objects and interiors, ranging from the Brutalist iteration of Le Corbusier’s LC2 to Sabine Marcelis’ bright yellow bathroom for De Kort Van Schaik.

“An alien addicted to vinyl and brutalist architecture”, reads the bio, capturing the essence of the profile. Here, photos of Brutalist buildings are paired with carefully curated tracks, mostly from the EDM genre, ranging from ambient to house.
Famous architectural wonders such as Aldo Rossi’s Casa Morano, Lina Bo Bardi’s Sesc Pompeia and Erich Mendelsohn’s Einstein Tower feature prominently, juxtaposed or complemented by psychedelic music.

This account swiftly went viral on Instagram, capturing attention as a blend of pandemic-induced boredom relief and a throwback to the photo insertion craze of the 2000s. Its unique approach drew the interest of the New York Times, landing it a spot in the publication’s top five artistic accounts to follow in its inaugural year. Featuring oversize cats photoshopped onto massive concrete structures, all depicted in stark black and white, it offers a whimsical and “lighter” take on weighty architectures.

While the stark gray of the concrete initially grabs the user’s attention, the interaction of Brutalist buildings with nature also proves visually compelling. This trend is exemplified by the gray-green feed of @brutalistplants, which shows Brutalist structures integrated into their surrounding landscapes. Often, untamed nature plays a prominent role, highlighting the weathered state of certain modern buildings. Whether it’s a dense thicket or a lone shrub, the presence of the natural element is unmistakable.

While not limited to Brutalism, Gianluca Rona’s artistic approach ingeniously blends architectural photography with a vibrant pop aesthetic. By incorporating bold colors into his compositions, Rona accentuates buildings in a strikingly novel way. Familiar projects undergo a transformative journey, losing their original character and inviting the viewer to perceive them through a fresh lens.

The destiny of Brutalist buildings – from restoration to demolition to abandonment – is among the most hotly debated topics of our era. “Save the Concrete Monsters!” is the motto of @sosbrutalism, a movement that uses social media to promote the preservation of modern heritage. The account is linked to a database of more than 2,000 structures, each flagged with a red sticker if deemed at risk of demolition. This collective effort culminated in a 2017 exhibition in Frankfurt, showcasing images, documents, and models of the most significant Brutalist buildings in need of salvation.

One of the most popular profiles, @brutgroup blends contemporary images with archival photos, alongside a curated selection of modern architectural wonders, open to collaborations for print publications. Teaming up with @urbanicagroup, it spotlights texts compiling the most compelling projects, categorized by geographic region, from Europe to Central Asia.

More than just an architectural compendium, @thisbrutalhouse serves as a diverse collection encompassing posters, vintage book and magazine covers, automobiles, furniture pieces, public transportation interiors, and even unrealized project drawings. This expansive approach offers a deeper exploration of the Brutalist concept, uncovering its aesthetics and intentions in unexpected places.

Over the past year, social media platforms have been flooded with images generated by artificial intelligence, and striking architectural representations are no exception. While dedicated accounts specifically focused on Brutalism and AI are rare, it’s fascinating to note the significant number of artists and designers using AI for “brutal” explorations. One notable example is the work of @brianmkelly_ using Midjourney.

When Brutalism becomes an aesthetic issue, buildings can turn into the perfect backdrop for photo shoots, as demonstrated by the twin accounts brotalism (from the union of “boy” and “brutalism”) and its counterpart brutalady. Both collect images of men and women photographed in front of famous concrete works around the world.