The Commodification of Wellness: Conscious Luxury, Western Yoga and Fashion (Routledge Studies in Luxury Management)

This book critically analyses and documents a shift of ethical consumption patterns through Western yoga commodities, services, and transformational experiences that affect women within consumer culture.Western yoga uses fashion and luxury branding strategies to promote commodities that support an individualised, exclusive, and privatised quest for meaning, ritual, belonging, and community.These new status signifiers demonstrate how Western yoga has become an essential contemporary sign and symbol of the aspirational class.This book thus discusses how aspirational Western yoga brands, yoga studios, and social media influencers commodify wellness by distributing cultural capital as postfeminist spiritual capital through the promotion of exclusive and consciously minded aesthetic and ethical transformational experiences within the wellness industry. Through the contemporary case studies presented in this book, the reader will be exposed to the complex tactics that yoga brands, yoga studi