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Jeremy Gutsche Ny Times

 - Mar 20, 2013
References: nytimes
Originally brought to mainstream fashion through the success of the 1996 film 'The Craft,' the witch has found her way back into the style world in 2013. Chief Trend Hunter Jeremy Gutsche dove into this craze with Ruth La Ferla from the New York Times, discussing the origins and implications of witchcraft-chic.

Following the wave of paranormal pop culture phenomenons, such as Twilight, True Blood and The Walking Dead, the obsession with witchcraft is a natural next step. Films such as 'Beautiful Creatures,' which follows a young witch and her coming-of-age story, have really brought the craving for occult symbolism, leather and black to light -- or rather, dark -- for today's fashionista.

Gutsche explains the style is appealing because it deviates so far from the standard definition of femininity pushed in Fairy Tales from childhood. "Consumers want a more edgy, dark and villainous vibe to make these childhood stories more enticing," he states. In today's liberal age, the witch is simply easier to relate to than the damsel in distress.

Read the Full Article at NY Times
Witches Lose the Warts

By: Ruth La Ferla

This latest infatuation with paganism can be read as a timely acknowledgment that the world isn’t all one could wish it to be. Contemporary witches and dystopian fantasies are, in some views, a corrective to the childhood notion that the good and the fair will invariably prevail. "There is evil," Lena’s boyfriend, Ethan, reminds her in "Beautiful Creatures." In that film, wickedness is embodied by Ridley, Lena’s voluptuous, ornately tricked out cousin.

Sugarcoated entertainments are less likely to appeal to moviegoers reeling in the recession’s aftermath, Jeremy Gutsche, the editor of the online publication Trendhunter, suggested.

"Consumers want a more edgy, dark and villainous vibe to make these childhood stories more enticing," Mr. Gutsche said. One, he might have added, more in tune with their adult experiences.

The witch as heroine, or shameless avatar of vice, may be catnip as well to a younger generation that models itself on self-possessed, candidly subversive action heroes like Katniss Everdeen of "The Hunger Games" or Lisbeth Salander of "The Girl With the Dragon Tattoo," whose long-hooded overcoat, red-rimmed eyes and feral piercings bring to mind a hybrid of street thug and Satanist.