astrology

Like it or loathe it (I’m a fan), astrology will never go away. In fact, it seems to be rising in popularity – the same way religion does – in light of the current global uncertainty. It’s certainly in fashion! In fact, so popular that lately we’ve seen quite a few fashion labels teaming up with astrologers to provide a heady dose of forecasting.

Exhibit 1: Urban Outfitters worked with astrologist Susan Miller, to create a collection that offer predictions as well as sweet threads.

“Scorpio Rising is an NYC-based basics line with a fashion twist. Washed-soft t-shirts, dresses, skirts and singular graphics are designed with a perfect fit in mind, resulting in essential modern staples.” Peferct for the Scorpio girl about town… Oh, that’s me!

Exhibit 2: Australian store Klein’s Perfumery has enlisted astrologer Peta Loudar and illustrator Kelly Smith to produce quarterly stars. These are then is paired with a scent and some products to suit your sign. The reccomendations for Scorpios sound pretty yummy (as do all the others)!

Exhibit 3: To celebrate their 60th birthday, the Onitsuka Tiger sneaker brand took a different tack, creating a limited edition range of shoes based around each animal of the Chinese Zodiac. Despite being an Ox, I own an awesome pair of Dragon shoes.

Tiger also created an animation of the race the animals participated in to score a spot on the calendar! Check it out – if you like Japan/animation/hilarity, you’ll probably enjoy it:

So, fashion and forecasting? I think this mix works because consumers will instantly identify themselves as a sign, practically convincing themselves of the match between product and personality. Everyone would also love to believe that health, beauty, love and happiness are coming their way if one just holds your breath and purchases a hot frock. Plus the  zodiac motifs are playful and easy for designers to work with!

On another note, it’s September tomorrow! Check out what’s in your stars at Susan Miller’s Astrology Zone, Astrostyle (as predicted by identical astrologist twins), Free Will Astrology, Astrobarry and Jonathan Cainer. Any new peacoats on the horizon?

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