walking through the artists marketing campaign

The extraordinary change that has taken place in the climate of London during the last ten years is entirely due to a particular school of art… At present people see fogs not because there are fogs but because poets and painters have taught them the mysterious loveliness of such effects (the fogs) They did not exist till Art invented them

Oscar Wilde “La decadencia de la mentida” in L’anima de l’home

As ramblers trudge across fields and cliff tops, in their uniform; stick and hiking boots, choosing “youth” hostels en route, they are engaging in endurance; striding forth, battling weather, with purpose. They also synthesise with culture, physically and with that of the cult of walking. The walkers are entrenched in the apparent romanticism inherent in the walk, arguably put there by artists. Suffering for pleasure, immersing themselves in the sublime, before returning home to warmth, comfort and safety.

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