By: Kitana M. Crowelle
Illustrations by: Dari
Lately, the witch archetype keeps coming everywhere; in literary suggestions, Pinterest aesthetics and across our media platforms. With recurrent cult classics like Wednesday Addams, The Love Witch, The Craft, Practical Magic, The Witches of Eastwick, and, recently, the release of the satirical horror Forbidden Fruits (2026), it is more than evident that the “whimsigothic” fashion is back with a punch. The duality of woman and magic reflects a more important and noteworthy adaptation within the definitions of femininity.
The witch, as the new it-girl modern phenomenon, serves as a nexus of empowerment myth, subcultural cool, and marketable fantasy. It does not consist of embodying the ‘effortless’ party girl–wearing loose jeans, a cigarette in her mouth at three in the morning. Instead, the new it-girl is curious about the esoteric, practices beauty crafts as self-love, challenges the patriarchy, and encapsulates the revival of an autonomous, fashionably creative, and intellectually beautiful woman of no defined age. By melding feminist narrative, gothic fashion, and occult iconography, she takes on the role of a glamorous rebel against patriarchal norms, acting as a chic muse in an era of digital influence and spiritual renewal.
Often referred to as an ambivalent symbol by patriarchal society since the Salem witch trials in 1692, soon became representative of oppressed female power. Unfortunately, the archetype was placed into a category of sin with deeply negative connotations, stabilizing much of its image within myth and fantasy storytelling. Contemporary research notes that the witch has evolved ‘from a vilified character to a potent representation of the tenacity and empowerment of feminism’. In other words, the archetype, once feared, is now embraced as a positive role model for many young girls and women.
What was previously pictured as an older woman with a hunched nose, large moles, a dusty broomstick, and long grey hair beneath a pointed black hat has been replaced with a contemporary image of a confident woman wearing tall black boots, a long-sleeved lace-velvet maxi dress, and red lips paired with colorful eyeshadow. She is sexual, free, and on the verge of ‘scary’; she grows her own garden and studies practical magic from archival libraries.
The popularity of the modern witch originates from the idea that what was once a limited category has now expanded and diversified. Today, the term branches into a range of versatile identities that many can relate to, contributing to widespread appeal. Scholars note how symbols of the occult are ‘made digestible for wider consumption, easier identification, and commodification.’ Thus, the witch can be understood as a seductress, a healer, a rebel and more, but is fundamentally portrayed as a woman feared for being untamed by society.
On the other hand, the witch reflects a more intriguing cultural shift beyond its pleasing aesthetics–an access to tangible spirituality. While the media structures the archetype through fashion, jewelry statements, and make-up looks, the identity of the esoteric woman also gestures toward supernatural abilities that have long been ostracised and rarely considered plausible until lately. Practices associated with this incarnation, such as tarot reading, pendulums, palm reading, spellcasting, energy bodywork, and communicating with spirits, serve as inspiration for those drawn to the identity of the witch. Some choose to engage deeply with such practices daily, while others incorporate only select aesthetic elements to shape their lifestyles and individuality without fully embodying the concept.
Due to its versatility, the political fashion statements of the witch and the ‘whimsigothic’ aesthetic celebrate multiple phases of womanhood. Within this space, freedom is expressed in ways that are personal and adaptable. Definitions of what is ‘sexy’ are no longer limited and are instead explored through choice–from flirty designs with mini skirts, low V-necks, and sensual silhouettes to layered pieces, full-coverage stockings, maxi boho skirts, or lengthy capes. The fashion of the witch ultimately prioritizes freedom of expression in both bodily and intellectual forms.
While many critics argue that the trending movement of the witch archetype leans toward performative femininity and superficial expressions of sisterhood, others view the mystical feminine as cyclical–shaped by how society mobilizes its symbols to restore equilibrium within the digital narratives surrounding women.
Once again, the new it-girl not only portrays the essential ‘cool girl’, but also indicates the broader, more significant cultural shift towards a femininity that is autonomous, and less bound by traditional expectations.
