Coveted Coven Fashions

*EDIT: I didn’t see Eleanor’s article before I wrote mine but they are very different, and therefore both are necessary readz.


In Peg’s article, “A Charming Spell” she discusses the influence of pop culture witchcraft and Wicca on teenagers in the previous decade. The article really illustrated the interwoven aspects of political, popular, generational cultures to the trend and as it ended with the note of teenage girls emulating the characters in the Craft I decided to further the exploration.

Now I’ve never claimed to have an extensive knowledge on Wiccan, Goth, or Pagan culture but there in lies the essence of the point; these subcultures influencing the pop culture. So in the bridge between the two I decided to research the pop-culture gothic clothing mecca “Hot Topic”.

Hot Topic’s slogan is “everything’s about the music” but their franchises are well known for carrying lots of movie (Tim Burton, Lost Boys, Sweeny Todd, Nightmare on Elm Street, etc.) and other media merchandise. The music they feature tends to be centered around rock and roll, punk, Goth and the heavy metal that are so infamously linked and associated with anyone wearing black…thus anyone capable of witchcraft or capital murder.

The company was formed in 1988 (first store opened in 1989) and while this somewhat predates the trend Peg talked about in her article, the company didn’t do so well those first few years and only after incorporating more cultural references and influences did the store really gain success. In terms of the mid nineties in 1996 the company doubled its amount of stores (up from 30 just the year before). Another interesting event of 1996, the release of The Craft.

While the store is heavily associated with, and embraced, by lovers of “alternative” culture (not necessarily witches, wiccans, or pagans) the store is interestingly enough heading in a new direction. Starting last year Hot Topic began and slow but steady remodeling of its stores. The remolding is aimed to make the stores “lighter and brighter” and thus more appealing to a broader range of clients and customers. Like any business this revamping is strictly business (sales have been on the decline for the past 3 years) yet for a store so intertwined with a niche community and culture it’s definitely another facet to consider. The MTV article I’ll post below seems to accredit, or at least suggest that the trend away from punk/goth music and the huge growth in more bubble-gum pop culture has an influence. I mean you can’t argue with the fact that in the past year or so the only reason Marilyn Manson has been in the headlines is because of his romantic escapades.

So if after viewing the Craft or taking this class, you are dying for a bit of pop-punk apparel, or just a cheap Invader Zim messenger bag head to your local Hot Topic before it becomes American Eagle’s biggest competitor.


Linkage!


www.Magicalomaha.com

http://www.silverlightsource.com/clothing.shtml

- sites with more “ritualistic” clothing for Wiccans and Pagans.

http://www.witchvox.com/va/dt_va.html?a=usnj&c=words&id=10418

-an article discussing how necessary or appropriate “authentic, costumey” Wiccan apparel really is.

http://community.hottopic.com/insideht/about_ht.asp

-Hot Topic’s company bio

http://en.wikipedia.org/wiki/Hot_Topic

-Hot Topic Wikipedia!

http://www.mtv.com/news/articles/1561986/20070607/marilyn_manson.jhtml

-MTV article on Hot Topic’s Facelift.