Aesthetics As Ritual Practice: Fashion, Female Bodies and Luxury Brands

Through a study of fashion and bodily adornments, we demonstrate that aesthetics is applicable to everyday aspects of consumers’ lives. The fact that sensory perceptions and feelings are central to aesthetic judgment also makes the body critical to any discussion of aesthetics. We analyze the aesthetics of production, the aesthetics of the work itself and the aesthetics of consumption through a focus on consumer interpretations of fashion. We argue that aesthetics should not be confined to discussions of rarefied art, but generalized in applications throughout consumer research, in keeping with the ritual aestheticization of everyday life.


Annamma Joy, Alladi Venkatesh, John Sherry, and Jonathan Deschenes (2011) ,"Aesthetics As Ritual Practice: Fashion, Female Bodies and Luxury Brands", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 22.


Annamma Joy, University of British Columbia
Alladi Venkatesh, University of California, Irvine
John Sherry, University of Notre Dame
Jonathan Deschenes, HEC, Montreal


E - European Advances in Consumer Research Volume 9 | 2011

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