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Religion in VogueChristianity and Fashion in America$
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Lynn S. Neal

Print publication date: 2019

Print ISBN-13: 9781479892709

Published to NYU Press Scholarship Online: September 2020

DOI: 10.18574/nyu/9781479892709.001.0001

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PRINTED FROM NYU Press SCHOLARSHIP ONLINE (www.nyu.universitypressscholarship.com). (c) Copyright University of NYU Press Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NYSO for personal use.date: 17 September 2021

Making Over Christianity

Making Over Christianity

Chapter:
(p.50) 2 Making Over Christianity
Source:
Religion in Vogue
Author(s):

Lynn S. Neal

Publisher:
NYU Press
DOI:10.18574/nyu/9781479892709.003.0003

While chapter 1 focuses on religion-oriented articles in fashion magazines, which situated Christianity alongside fashion, this chapter examines advertisements, which explicitly merged Christian language, concepts, and gestures with the world of fashion. This inclusion simultaneously demonstrated the de facto Christian character of the fashion industry and how fashion advertisements constructed a particular way of seeing Christianity. This chapter analyzes how fashion advertising’s visualization and materialization of Christianity constituted an important step in the movement of religious symbols from the textual and visual discourse surrounding fashion to its material embodiment in fashion accessories and attire. In combining elements of fashion with those of Christianity, advertisements made over Christianity into a modern and sophisticated consumer-oriented enterprise. These advertisements established Christian churches as places to exhibit fashion; put a modern twist on Christian theological concepts, such as miracles and angels; constructed Eve as a chic Christian heroine; and infused Christianity with some modern magic.

Keywords:   fashion, Christianity, advertisements, miracles, angels, Eve, magic, visualization, religious symbols, modern

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