Witches always draw the media’s attention around Halloween, but last week I saw a number of articles about the “aesthetic of witchcraft.” Some of them came from mainstream sources, such as this segment from NPR on Embracing the Word Witch and this post from Buzzfeed on How Witchcraft Became A Brand. Gordon White, Peter Grey, and Alkistis Dimech discussed it on last week’s Rune Soup podcast.
For the most part, these pieces aren’t about witches who cast circles, brew potions, and worship The Goddess. They’re not about witches who summon spirits or make pacts with the devil. They’re about young women who adopt the mythology and especially the fashion of witchcraft without any of its magical or religious elements.