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The Commodification and Cosmetification of Western Yoga as Conscious Luxury
thesisposted on 26.05.2022, 11:08 authored by JULIANA LUNA MORA
This thesis documents how Western yoga uses fashion and luxury branding and marketing strategies to elevate yoga studios, yoga brands and yoga celebrities into exclusive and sophisticated ethical luxury consumption commodities. In doing so it perpetuates, traditional, heteropatriarchal representations and ideals of women's social roles, beauty, class and race.