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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Age of the Enlightened Consumer

More than ever, consumers are looking for spiritual meaning from the products they buy.
Shutterstock.
Shutterstock.

In a surefire marker of the “before times,” there was no more room to sit on the hardwood floor of the Ra Ma Institute’s New York outpost one unseasonably warm, sunny Sunday in January 2020. More than a hundred followers of Ra Ma founder Guru Jagat — mostly women, mostly white, mostly wearing layers of white cotton garments — huddled together, hips brushing against hips, waiting for the Los Angeles-based Kundalini yoga practitioner to lead them in nearly two hours of ritual. Open one eye and you might recognise a face or two: a creative director of a fashion label, a beauty entrepreneur.

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