Santa Muerte: The most fashionable saint of the year

Abstract

This article presents and analyses the relation between the cult of a Mexican folk saint, Santa Muerte (Saint Death), and fashion. The article describes the unique phenomenon and its complex history as an amalgamation of Christian and pre-Hispanic elements. Even with the cult’s growing recognition, Santa Muerte is still surrounded by controversies – lack of academic research and stereotypes presented by media and popular culture lead to numerous discrepancies such as erroneous image of the followers of Santa Muerte who are often depicted as criminals related to drug smuggling. The main part of the article focuses on the practices of building and decorating the altars, shrines and chapels for Santa Muerte. The text also highlights a spreading custom of designing various types of dresses and robes for the figures of the patron and the practice of modifying the figures themselves (adding ornaments, artefacts and various items). Some of these items and ornaments express the intentions of the prayers, holidays and individual preferences of the worshippers. Following sections present the impact of the cult of Santa Muerte (especially its aesthetical dimension) on the fashion industry, which is visible in the example of jewellery and clothing. The article concludes with an exploration of trends among the followers of Santa Muerte and their impact on the esoteric industry that is wide and rapidly developing in Mexico.