International Journal of Fashion Studies - Online First

The appeal and impact of social media influencers within contemporary consumer culture has been a much-explored topic in fashion and media research. However, there are limited studies of yogalebrities – celebrity yoga practitioners who gain global visibility and following through branded product endorsements and modelling contracts – despite their leading role within the culturally and economically significant wellness industry. Furthermore, while the existing scholarship considers the intersections between consumer culture and spirituality, it is yet to grant due recognition to the active production and consumption of fashionable spiritual feminine identities produced on and through prevalent social media. Drawing on the combined insights from media, fashion and feminist studies, we discuss how yogalebrities represent and perpetuate normative ideals about femininity and its spiritual dimensions. We ground the discussion in the analysis of two different cases of yogalebrities: celebrity influencer Sjana Elise and micro-influencer Jessamyn Stanley. We demonstrate how they fold entrepreneurial opportunities into self-actualizing, self-branded intimate narratives to seek legitimacy and commercial success, and how their audience engagement capitalizes on, commodifies and stylizes spiritual values that underpin western yoga philosophy. By documenting these complex tactics, we contribute to fashion studies’ and feminist media studies’ understanding of the mediatized and increasingly fashionable psychic life of women.