Smith on What Victoria’s Secret Knows Better than the Church


I suggest that, on one level, Victoria’s Secret is right just where the church has been wrong. More specifically, I think we should recognize and admit that the marketing industry – which promises an erotically charged transcendence through media that connects to our heart and imagination – is operating with a better, more creational, more incarnational, more holistic anthropology than much of the (evangelical) church. In other words, I think we must admit that the marketing industry is able to capture, form, and direct our desires precisely because it has rightly discerned that we are embodied desiring creatures whose being-in-the-world is governed by the imagination. Marketers have figured out the way to our heart because they “get it”: they rightly understand that, at root, we are erotic creatures – creatures who are oriented primarily by love and passion and desire…

As Augustine famously put it, “You have made us for yourself, and our hearts are restless until they rest in you.” This is not a matter of intellect; Augustine doesn’t focus on the fact that we don’t “know” God. The problem here isn’t ignorance or skepticism. At issue is a kind of in-the-bones angst and restlessness that finds its resolution in “rest” – when our precognitive desire settles, finally, on its proper end (the end for which it was made), rather than being constantly frustrated by objects of desire that don’t return our love (idols).

James K. A. Smith, Desiring the Kingdom: Worship, Worldview, and Cultural Formation, pg. 76,77.

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