The word witch has undergone a striking transformation. Once a deadly accusation, it has been reclaimed as a powerful self-identifier. Online, the phenomenon is everywhere: TikTok trends under #WitchTok rack up millions of views, YouTubers share spells and rituals, and massive retailers cash in with T-shirts and tote bags with slogans like ‘we are the granddaughters of the witches you couldn’t burn’.
