‘Mindfulness for modern life’: The blending of Orientalism and neoliberal self-care strategies in the branding of Rituals
European Journal of Cultural Studies October 13, 2024 Ira Solomatina 3 citations
The article argues that the Dutch brand Rituals combines neoliberal self-care imperatives with Orientalist stereotypes of Eastern spirituality in its marketing. Analyzing the brand's online presence and flagship store, it contends that calls for mindfulness, gratitude, and positivity reflect a neoliberal 'psychological turn' while mobilizing Orientalist and neocolonial discourses to encourage emotional self-control. These narratives present the brand as a site of pleasure and calm, obscuring its reliance on female labor and depoliticizing global inequalities.