WITCHCRAFT & BRANDING
THE CHALLENGES OF SPIRITUAL APPROPRIATION
Barclays Ad, 2019
WITCHCRAFT RETURNS TO MAINSTREAM CULTURE
Just yesterday, Tom Brady admitted that his wife (Giselle Bundchen) practices witchcraft to help him win matches. A few days ago, Kim Kardashian promoted her latest perfume range by Regramming an arrangement of her fragrance hearts according to zodiacal categories. And just last month, Barclaycard debuted a campaign that put the spotlight on The Crystal Barn, a small British business that sells crystals and offers energy-healing workshops. It seems that in 2019, spiritual, astrological and pagan belief systems are continuing to make their move into Western popular culture.
Indeed, 2018 bore witness to an increasing interest in the occult and mystical – with popular revivals of witchy classics such as Sabrina and Charmed; the emergence of astrological AI apps such as Co-Star (which boasts over a million users, including celebrities Dua Lipa and Kehlani); and the growing sale of spiritual merchandise by mainstream brands - from Goop to Urban Outfitters. This forms part of a wider trend over recent years, which has seen a steady rise in non-traditional spiritual practices amongst younger generations, thanks to the emergence of online communities and social media networks that have provided visibility and validation for formerly marginalised belief systems.
But why, exactly, are millennials driving this spiritual shift? Quite generally, this move can be seen as an attempt to find meaning and direction in an increasingly turbulent socio-political and economic climate. Where organised religions continue to be entangled and embedded with discriminatory politics, witchcraft and the occult seem to offer spiritual autonomy, particularly for women and queer folk. Indeed, in the age of the #MeToo movement, witchcraft is symbolically pertinent, with the image of the empowered, sexually liberated and economically independent witch representing a long-standing threat to the patriarchy (which has resulted in centuries of persecution across cultures and epochs).
But the driving factors are far more complex and nuanced, especially across culture and race. In the context of the US, the move towards astrology and witchcraft appears to be part of a wider process of decolonisation, as Latinx and African diasporas are reclaiming the belief systems of their ancestors – Santería, Brujería, Yoruba religion, Vodon – that were marginalised by Catholic colonisation. A similar process of Catholic decolonisation can be seen in the UK, as younger generations are harking back to pre-Christian religions such as Wicca, Druidry and Hellenism. One thing is clear, however – and that’s that millennial witches are coming out loud and proud on social media. Just look up #WitchesofInstagram or #BrujasofInstagram.
THE COMMODIFICATION OF SPIRITUALITY
Interestingly, with the popularisation of social media sorcery, such belief systems have undergone major rebranding. A new generation of millennial practitioners have adapted and translated occult practises into the language of contemporary culture, giving rise to ‘mysticore’ aesthetics; emerging terminology such as ‘Big Witch Energy’ (a play on the mainstream concept of ‘Big Dick Energy’); and an encyclopaedic subset of astrology & witchcraft-themed memes. Needless to say, brands have been quick to catch on, tapping into such aesthetics and harnessing the language and tools of today’s (conveniently palatable) ‘Basic Witches’ to convey notions of ‘spiritual wellbeing’ to their customers. As a form of spiritual therapy, the formerly-occult has been commodified, diluted and white-washed by brands catering to the wellness industry, as consumers increasingly seek a balance of physical, emotional, and spiritual wellbeing. Just think of Urban Outfitters’ Juniper Ridge Sage Incense Stick, Goop’s Cleanse and Purify Smudge Kit, Moon Juice’s Cosmic Cocoa and Sex Dust, Starbuck’s Crystal Ball Cappuccino - or Sephora’s Starter Witch Kit, which was recalled last year due to major backlash from modern witches.
Spiritual theft/appropriation is clearly a growing issue. So, it bears asking - is it possible for major brands within capitalist structures to touch upon spirituality in a meaningful way? And if so, how can they do so sensitively and authentically? In any case, as brands, celebrities and consumers continue to jump on the mystical bandwagon through 2019, they should firmly remind themselves of the history of violence and marginalisation of non-traditional spirituality – practises that have been revived in recent years as a wider process of decolonisation, and which are deeply intertwined with feminist and queer politics.
