How Witchcraft Became A Brand

From Saint Michaels Ministry: As statistical studies continue to indicate that Millennials are leaving Christianity, it would seem that they are not embracing atheism, but rather some are turning to other potentially dangerous spiritual paths. 

How Witchcraft Became A Brand

It’s a spirituality, it’s an aesthetic, and it’s more popular than ever.

By Corin Faife
BuzzFeed Contributor | July 26, 2017 | Excerpted from Buzz Feed

There are many simple rituals practised in the house that Katie Karpetz shares with her husband in Edmonton, Alberta, from yoga to herbalism to candle magic. In the morning, she often waits for inspiration to strike before posting a photo or found image to her Instagram feed, and the mood captured will go on to determine her activities for the day.

Running her online store, The Witchery, from her home is a mixture of mundane, structured tasks, and more spontaneous and esoteric work. Sometimes she’s tracking, packing, and sending orders for the many hundreds of items she ships out to her customers in twice-weekly mail batches. Other times, she’s tapping into her own experiences and the knowledge contained in her many books on magic to create new blends of oil or incense with mystical properties (“bring luck in a hurry,” “use to draw love to you”), or to cast spells on behalf of clients.
Related see:Steven Bancarz Exposes Connection Between Psychedelic Drugs and Witchcraft
Karpetz is one of many entrepreneurs blending a passion for the occult with an understanding of e-commerce to capture a share of the new economic activity surrounding witchcraft. “What I sell is basically what I’m interested in,” she says. “My business plan was always just, If I like it and no one else wants to buy it, well then I get to keep it!”

Unlike other religions, witchcraft is a loosely defined set of practices with no canonical text at its heart. Some witches are followers of disciplines like Wicca, founded by Gerald Gardner in England in the 1950s, but many others choose an eclectic, self-made path drawn from aspects of Paganism, Wicca, chaos magic, herb lore, or other practices.

It’s a project that has been years in the making, starting as a hobby and slowly developing into a steady source of income. But it’s also something that taps into a trend, which may seem hidden or ubiquitous depending on the circles you frequent: Witchcraft has undeniably become cool again.
Related see: Christians Should Avoid Witchcraft, Occult Practices
In the last quarter of 2013, the trend forecasting agency K-Hole published a report that came to define the overriding fashion trend of 2014: normcore. The document argued that young millennials were bored of the advertising industry’s doctrine of individualism through brand consumption, and were instead adopting a kind of radical conformity that favored unadorned clothing and knowingly mainstream tastes.

As a movement, “normcore” came and went — apparently there is only so long that the fashion world will entertain the idea of no style being a viable style — and two years later, the tastemakers at K-Hole published another report identifying the new cultural trends they had observed: Conformity was out. In its place?

Chaos magic.

Once again K-Hole was right on the zeitgeist. Individuality was back in, magic was cool, youth brands were making documentaries about covens in Bushwick, and seemingly everyone was carrying crystals. But belief in magic and witchcraft is old, far older than Christianity or any of the Abrahamic religions; it wasn’t summoned into being by trend forecasters and it won’t die out when the hype is over. So what does it mean in this cultural moment for witchcraft to be be both a spiritual practice and a brand aesthetic?

Continue reading at Buzz Feed


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