Culture

Sign of the times: The discourse of astrology and fashion in the twenty-first century

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Abstract

The resurgent popularity of astrology is concurrent with a decrease in younger generations’ engagement with organized religion. The intersection of fashion and astrology is logical considering both discourses are particularly concerned with the manifestations and meanings of cycles and both serve the project of individualization in liquid modernity. But what does the resurgence of popular and fashion media discourses engaging with astrology reveal about identity work, spirituality, and getting dressed in the contemporary world? To this end, I examined the intersection of astrology and fashion discourses presented in the lifestyle and trade press between 2018-2022. Engaging Critical Discourse Analysis, I explored the relationship between fashion and astrology and how the mainstream media has (re)shaped and intertwined these established fields.

Keywords: Critical Discourse Analysis, Zygmunt Bauman, media studies, fetishization

How to Cite:

Jones, K. B., (2024) “Sign of the times: The discourse of astrology and fashion in the twenty-first century”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17082