Brave New World is set in the fictional, and seemingly utopian, World State. A world where all wants, needs and desires are provided for. Materialism, overconsumption and free sex are all encouraged. However, as the novel progresses and the machinations of the society become clear we see that World State is not a utopia at all. The story slowly reveals that this bland ideal world has a dark side with Huxley's expertly cool and detached tone sounding a bleak warning that still resonates today.