ABSTRACT
The fashion magazine combines words and images in a manner to which many of us attribute value as a culturally recognized category. Even though women's magazines contains sections on fashion, beauty, health, celebrity gossip, and "lifestyle", the fashion magazine is not really a blurred genre. The author contention in this chapter is that the singular nature of the fashion magazine stems from its incorporation in the fashion industry, and its use of an ensemblage of magical rites and practices to enchant its readers into desiring, if not buying, fashionable clothing of all sorts, together with accessories and beauty products advertised in its pages. Fashion magazines make use of professional magicians who perform a series of magical practices whose rites and spells are behind the fantasies, seduction and transformations characterising the fashion and beauty industries.
