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The Commodification and Cosmetification of Western Yoga as Conscious Luxury

thesis
posted 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.

History

Campus location

Australia

Principal supervisor

Jess Berry

Additional supervisor 1

Aneta Podkalicka

Year of Award

2022

Department, School or Centre

Design

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Art, Design and Architecture