Glamorous Witchcraft

Lorna Stevens; Pauline Maclaran

doi:10.4337/9781800379442.00009

Glamorous Witchcraft

Lorna Stevens
, Pauline Maclaran

Royal Holloway, University of London

Research output: Chapter or section in a book/report/conference proceeding › Book chapter

Abstract

In this chapter we discuss glamorous witchcraft, or glamour magic. We begin by tracing glamour's etymology and its long association with bewitchment, as well as feminine allure. We show how over time the word glamour came to primarily signify superficial feminine charm, largely due to the influence of Hollywood, but in the 1970s Mary Daly reclaimed the word “glamour” to mean a witch's power. Glamorous witchcraft as it is currently practised in the marketplace acknowledges glamour's older meaning of being about magical enchantment, but glamour magic is also practised as a means of self-actualisation and agency. Through analysis of books, TV and film, and online platforms on glamour magic, we explore its aesthetics, affirmations, spells and rituals, revealing that glamorous witchcraft offers more than just a superficial means to use beauty enhancement in order to bewitch others. It is in fact a magical means to help navigate identity, empowerment and life goals.

Original language	English
Title of host publication	Bewitching Consumer Culture
Subtitle of host publication	Witchcraft, Feminism and Markets
Place of Publication	UK
Publisher	Edward Elgar Publishing Ltd
Chapter	5
Pages	68-83
Number of pages	16
ISBN (Electronic)	9781800379442
ISBN (Print)	9781800379435
DOIs	https://doi.org/10.4337/9781800379442.00009
Publication status	Published - 23 Mar 2026

Publication series

Name	New Horizons in Marketing series
Publisher	Edward Elgar Publishing

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10.4337/9781800379442.00009

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Glamorous Witchcraft

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