Meaning: Adolf Loos, an influential Austrian architect, was known for his modernist approach to architecture and design. The quote "Be not afraid of being called un-fashionable" reflects Loos' belief in the importance of timelessness and functionality in design, as opposed to blindly following fleeting trends.

In the late 19th and early 20th centuries, the world of architecture and design was experiencing a significant shift. The Art Nouveau movement, with its intricate and ornate designs, was predominant, and many architects and designers were embracing the lavish and decorative style. However, Adolf Loos emerged as a contrarian figure, advocating for a more restrained and functional approach to design.

When Loos urged people not to fear being called "un-fashionable," he was encouraging them to prioritize functionality and enduring qualities over superficial trends. He believed that true beauty and value in design lay in its ability to withstand the test of time, rather than conforming to the current fashion. This perspective was radical at the time, as it challenged the prevailing attitudes toward design and architecture.

Loos' architectural philosophy was deeply rooted in the concept of "Ornament and Crime," which he famously articulated in an essay of the same name. In this essay, Loos argued that excessive ornamentation in design was a sign of cultural backwardness and a waste of human labor and resources. He advocated for a more rational and practical approach to design, emphasizing simplicity and functionality.

In his architectural work, Loos applied these principles by creating buildings and interiors that were characterized by clean lines, simple forms, and a focus on the essential functions of the space. He rejected the use of unnecessary ornamentation and decorative elements, opting instead for a more minimalist and timeless aesthetic.

One of his most famous works, the Steiner House in Vienna, exemplifies his approach to architecture. The building, completed in 1910, features a plain white facade with minimal decorative elements, emphasizing the purity of form and function. This design was a radical departure from the prevailing ornate styles of the time and solidified Loos' reputation as a pioneer of modernist architecture.

Loos' advocacy for timelessness and functionality in design continues to resonate with contemporary architects and designers. His ideas have had a lasting impact on the field of architecture, influencing movements such as modernism and minimalism. By encouraging people to embrace "un-fashionable" design, Loos challenged the superficiality of trends and emphasized the enduring value of practical and timeless design principles.

In conclusion, Adolf Loos' quote "Be not afraid of being called un-fashionable" encapsulates his radical and influential approach to architecture and design. By prioritizing timelessness and functionality over fleeting trends, Loos challenged the prevailing attitudes of his time and laid the foundation for a more rational and enduring approach to design. His ideas continue to inspire architects and designers to this day, reminding us of the enduring value of timeless and practical design principles.