ornamentation

 Adolf Loos, Ornament and Crime, 1908 

I have discovered the following truth and present it to the world: cultural evolution is equivalent to tbe removal of Ornament from articles in daily use. I thought I was giving the world a new source of pleasure with this; it did not thank me for it. People were sad and despondent. What oppressed them was the realization that no new ornament could be created. What every Negro can do, what all nations and ages have been able to do, why should that be denied to us, men of the nineteenth century? What humanity had achieved in earlier millennia without decoration has been carelessly tossed aside and consigned to destruction. We no longer possess carpenters' benches from the Carolingian period, but any trash that exhibited the merest trace of decoration was collected and cleaned up, and splendid palaces built to house it. People walked sadly around the showcases, ashamed of their own impotence. Shall every age have a style of its own and our age alone be denied one? By style they meant decoration. But I said: Don't weep! Don't you see that the greatness of our age lies in its inability to produce a new form of decoration? We have conquered ornament, we have won through to lack of ornamentation. 

Pre-WWI modernism -- heady stuff.