'In her meticulously researched The Commodification of Wellness, Juliana Luna Mora offers a vibrant and much-needed critical account of Western Yoga as luxury lifestyle in contemporary consumer culture. This is a very welcome contribution to fashion studies that will also no doubt be of interest to scholars and students of consumer culture, luxury, capitalism and celebrity culture'.
- Professor Agnès Rocamora, Professor of Social and Cultural Studies, University of the Arts, London.
'The Commodification of Wellness: Conscious Luxury, Western Yoga and Fashion is the first scholarly study to understand the practice of yoga and its associated products as luxury commodities. Drawing together theories of cultural capital, ethical consumption discourse and postfeminist frameworks, Luna Mora provides a provocative analysis of how the yoga industry mediates bodies, minds and spirits through neoliberal consumption tactics. The book is replete with informative brand case studies that detail how yogawear, celebrity influencers, social media platforms, multi-sensory design and unique spatial experiences converge, foregrounding how the wellness industry has stylised and commodified the psychic life of women consumers. This timely book critically appraises the entanglement of spirituality and sustainability within luxury brand management to reveal how so-called ethical consumption practices are morally paradoxical, raising important questions about how wellness is marketed according to gender, race and class dynamics'.
- Associate Professor Jess Berry, Monash University, Australia.
