Just over a week ago, tarot reader Trevor Ballin posted a photo of Dior’s creative director, Jonathan Anderson, having his tarot cards read. The post, which hit 50,000-plus likes, felt fitting: Christian Dior himself was famously superstitious, consulting psychics and stitching lucky charms into his gowns. And now, scores of brands and designers are following suit, using spirituality to inform decisions, inspire products and connect with consumers, who are increasingly turning to spiritual forces to guide them in uncertain times.
Across TikTok, spiritual “WitchTok” videos like tarot readings, full-moon rituals and manifestation tips have surged over the past year, with currently 9.6 million videos under the #WitchTok hashtag. Over on Etsy, users in their thousands are flocking to hire an “Etsy witch”, where a cool £5 will get you anything from a love spell to a “hex removal” or better weather on your wedding day. The spiritual economy is no longer a cottage industry whispered about between friends. It has scaled into a global, monetized ecosystem.
The witch economy may feel suddenly omnipresent, but the conditions for it have been building for years. The post-Covid boom in manifestation culture was an early signal: in the absence of stability, people turned to tools that offered a sense of agency. This uncertainty hasn’t faded. Rising living costs, geopolitical instability and the rapid acceleration of AI have created a level of collective anxiety unlike anything in recent memory.
“People are craving clarity,” says seer and spiritual coach Zeta Webber, who’s been recommended to me by several people in the fashion industry and works regularly with brands during Paris Fashion Week, where they book private sessions with her for their A-list clients. “The intention to seek an alternative point of view has always existed. We all grew up knowing the eccentric aunt who went to psychics. But what’s changed is the level of uncertainty people are facing, particularly since Covid, but also economically. It’s pushed people to explore guidance that feels deeper and more intuitive. They want to feel connected to something that can help them make sense of what they are experiencing.”
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Designer Gabriela Hearst, founder of her eponymous brand and former creative director of Chloé, has been studying tarot for the past year. Her Spring/Summer 2026 collection is themed on the Major Arcana (the 22-pack numbered tarot cards). “If you look through history, so many artists — Leonora Carrington, Francesco Clemente, Salvador Dalí — have created tarot decks. There’s always this connection between creatives and the desire to tap into something beyond what we can see,” Hearst says. “So it’s not surprising that it’s happening in our industry — that designers, creatives and even clients want to know more and are craving for their soul to connect with something. If you want to throw a successful party, throw a tarot party.”
For Swedish jewelry designer Maria Nilsdotter, this moment aligns with her lifelong work. Her luxury jewelry label — stocked in Liberty London and H.Lorenzo — has long been rooted in talismans, protective symbols, modern folklore and spiritual storytelling. “People are moving away from the fast and disposable and are searching for objects that feel meaningful, personal and lasting,” says Nilsdotter. “Jewelry has a way of absorbing meaning. It can quietly hold moments of transition, resilience, love or growth. The mythological or symbolic layers within a design often intertwine with the wearer’s personal narrative, creating something uniquely individual.”
As affluent consumers increasingly shift spend to wellness and longevity, aligning with spirituality is a way in for fashion. “For me, this work is about offering [consumers] a moment to pause, but it is also about creativity. With things like AI going wild, it becomes more important to nourish that creative, intuitive side,” says tarot reader Emily Halil, who hosted a residency at Dior in Harrods this summer. “Our wellness tools can measure our sleep score or readiness score, but not the energy of our emotional body. You can tick every metric and still feel awful. There’s much more to wellness than what we can quantify.”
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How brands can enter the spiritual landscape
Beauty brands have an easier way in. Heretic Parfum markets “witchy” botanical blends inspired by ritual oils, while Goop continues to sell energy-balancing body stickers, aura mists and manifestation tools. Fragrance house Vyrao has carved out a niche by fusing energetic healing with master perfumery, with scents like Mamajuju (grounding and awareness), Witchy Woo (courage and creativity), Sun Rae (joy and happiness) and The Sixth (mindfulness and intuition). For the latter, founder Yasmin Sewell collaborated with her psychic, Katt Nicholson, to channel the right energy.
“Consumers have become much more mindful and intentional in recent years,” Sewell says of the growing demand. “Just like how we now pay much more attention to the ingredients our products are made from, it makes sense that we’ve started to think about how products make us feel; to focus on the indelible connection between our mind and our body.”
Meanwhile, fashion brands such as Collina Strada and Marine Serre frequently borrow lunar symbolism, astrology and ritual aesthetics for campaigns and collections, tapping into consumers’ desire for items that feel spiritually charged.
For brands, the rise of spiritual services presents both an opportunity and a risk. While some brands have mysticism within their DNA, for Webber, the commodification of spirituality has created a culture of spiritual fast fashion that brands should avoid. The problem is not that people seek help, but that the mechanisms of virality reward confidence rather than competence. “A real psychic will not force you to book and will never message you first,” she says. Webber points out that many WitchTok creators use aggressive sales tactics — DMing followers unsolicited readings, pushing paid “emergency spells”, or encouraging dependence through fear-based messaging.
Consumers’ appetite for meaning, reassurance and ritual has grown so dramatically that intuitive experiences have shifted from fringe curiosities to legitimate components of the customer journey. But tapping into this space requires far more than sprinkling crystals across a display table, or hiring a tarot reader for a one-off Instagram moment.
Webber, who has worked with global wellness and lifestyle companies for nearly three years, says the first question brands must ask themselves is why they want to integrate spirituality into their offering. “I’ve worked with music labels, wellness companies, even at launches timed with the full moon. But it only makes sense when there is a clear intention behind it and when the experience genuinely aligns with the brand’s values and community.” She adds that this approach feels especially natural in wellness and lifestyle spaces, where spirituality often complements mental health priorities and people’s growing focus on their overall well-being.
Halil has seen this firsthand in her work with Dior, where intuitive experiences tap directly into the brand’s heritage. Because of that lineage, Halil’s tarot sessions feel less like gimmicks and more like a continuation of the brand founder’s worldview. But she also stresses the importance of vetting practitioners. “Brands need to make sure practitioners are accredited, trained and reputable,” Halil flags. Don’t Google ‘tarot readers’. Recommendations are everything. Someone will know someone good.”
Importantly, brands don’t have to just bring a psychic into an event to participate in this landscape. Cassandra Napoli, head of marketing, events and culture forecasting at WGSN, says that for younger consumers especially, engaging with topics like astrology, mysticism and “astro-futures” is a meaningful point of connection. “It’s about offering educational workshops or marketing content around these topics, integrating into subcultures and rising aesthetics to draw inspiration for future campaigns or products and leaning on spiritual advisors,” she says. This means even brands that have never engaged with spirituality before can do so — as long as they approach it with good intention and guidance from trustworthy sources.
Astrology-led retail will continue to grow as the zodiac remains a cultural driver, Napoli adds. She points to luxury skincare brand Tata Harper’s collaboration with lunar-cycle experts Moonsisters on the 2025 Guide for Cosmic Beauty, a calendar that aligns planetary events and moon phases with the optimal times for specific beauty and wellness rituals. Spiritum Paris, a French perfume house, offers another model: a fragrance line built around numerology, allowing consumers to find scents linked to their life path numbers. Physical retail is also becoming a promising space for spiritual engagement. “Stores will emerge as environments for self-reflection, care and spiritual practice — with meditation rooms, gardens and moments of pause — offering customers small glimmers of calm amid the polycrisis,” Napoli predicts.
If brands truly want to tap into the spiritual turn — not just symbols of it — they need to understand what people are actually reaching for. Many desire to feel connected again — to each other, to meaning and to the natural world we’ve drifted so far from. For Hearst, spirituality is inseparable from responsibility to other humans. “We work with non-profits around the world that I’ve been involved with since the very beginning: Manos del Uruguay, which empowers women in my home country; Madres y Artesanas in Bolivia; and organizations like Save the Children, ACLU and now Amazon Frontlines,” the designer says. “That’s part of my spiritual understanding of interconnectivity. Whatever suffering is happening elsewhere is also happening to us, whether we’re conscious of it or not.”
