Adorable and irresistible are the axioms of contemporary digital life, from YouTube cat videos to augmented reality social media. Cuteness runs the world. The exhibition catalogue published to accompany the CUTE exhibition at Somerset House Trust explores the rise of cuteness as multifaceted cultural phenomena. Far from being superficial or childish, cuteness is explored here as a complex aesthetic and emotional language. Featuring, contemporary arts, fashion, NET 2.0 aesthetics and critical essays the book investigates the power of cuteness to manifest, control, resistance and identity. Tracing the rise of Cute aesthetics through western and Japanese histories back to the 19th century CUTE investigates how cuteness shapes our world and emotions. This richly illustrated catalogue is an essential companion for anyone interested in visual culture, pop aesthetics, and the unexpected power behind the adorable.