Abstract
ABSTRACT This article focuses on the “happy narratives” of successful resolution and overcoming in fashion and lifestyle publications, and interrogates their relation to the increasing politicisation of fashion and lifestyle media. Analysing the “happy narratives” of celebrity and personality profiles, the article comments on the promissory and disciplining nature of such “happy narratives,” linking them to the “psychological turn” within neoliberalism Gill and Orgad and the rise of the “consumer citizen, and situating them within the economy of visibility, which sees exposure and visibility as solutions to structural problems. The article interrogates the (in)effectiveness of “happy narratives” in approaching political issues, and demonstrates their ineptitude in engaging with complex and potentially unresolvable issues. To further this point, the article employs a discursive analytic approach to survey celebrity profiles in Vogue US and Teen Vogue, including the highly controversial profile of Olena Zelenska that appeared in the October 2022 issue of Vogue US.
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