Re-enchanting sustainable consumption: Cultural intermediaries, charisma, and fashion

Cultural intermediaries play an essential role in shaping the ‘moral textures’ of sustainable consumption. Drawing on Bourdieu and Weber’s cultural sociologies of religious personas, this article analyses how cultural intermediaries deploy different charismatic modalities in the field of fashion to advocate for sustainable consumption. Using illustrative methods and media examples, we illuminate how ‘prophetic’ taste influencers, ‘ascetic’ producers of upcycled fashion, ‘priestly’ secondhand clothing recyclers, and ‘mystic’ guides to minimalist lifestyles deploy these ideal-typical charismatic performances to frame, albeit unstable, re-enchanting affinities between the domains of sustainable production, circulation, and consumption. We suggest that via such charisma sustainable fashion consumption gestures towards the formation of neo-confessional identities, further symbolizing the possibility of individual and collective salvation of humanity through an elect group of sustainable consumers. We conclude by proposing a research agenda focused on how the different tensions present in the charisma-sustainability-consumption nexus are best addressed through a cultural sociological framework.