Continuing the compelling discourse set by CCT scholars, this chapter deepens the investigation on the relationship between religion and consumption in the unique cultural context of fashion. Focusing the attention on the profane consumption of the rosary, the Christian prayer instrument that has been revised and transformed by Dolce&Gabbana in a high-priced fashion accessory, we explore the contested practices and experiences of different consumers. Consumers’ voices unpack multiple forms of consumption of this object, and reveal its multifaceted nature materialized in its religious, polysemic and fashion meanings.
When Sacred Objects Go B®a(n)d: Fashion Rosaries and the Contemporary Linkage of Religion and Commerciality
RINALLO, DIEGO;BORGHINI, STEFANIA;
2012
Abstract
Continuing the compelling discourse set by CCT scholars, this chapter deepens the investigation on the relationship between religion and consumption in the unique cultural context of fashion. Focusing the attention on the profane consumption of the rosary, the Christian prayer instrument that has been revised and transformed by Dolce&Gabbana in a high-priced fashion accessory, we explore the contested practices and experiences of different consumers. Consumers’ voices unpack multiple forms of consumption of this object, and reveal its multifaceted nature materialized in its religious, polysemic and fashion meanings.
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