In a summer filled with songs like "Fancy" and "Work," another Iggy has stolen the show. Today is the feast day of Saint Ignatius of Loyola, the founder of a Catholic order of priests called the Society of Jesus and commonly known as the Jesuits. In celebration, a Catholic publishing house is encouraging the people of the Internet to "find your inner Iggy" and explore Ignatius's vision of spirituality.
In doing so, it appears that they have created the first-ever twee saint.
Of course, "twee" is a controversial term. Urban Dictionary, that definitive cultural authority, says it can be derogatory. Marc Spitz, the author of Twee: The Gentle Revolution in Music, Books, Television, Fashion, and Film, loosely defines it as the aesthetic of "a certain type of un-macho/uncool—or anti-macho/anti-cool—thrift store and Internet savvy people." A Flavorwire review of Spitz's book describes Twee as earnestness and nostalgia, relentless optimism with a sharp awareness of darkness, a love of beauty and a glorification of innocence.
Which, on reflection, might share a lot of the qualities of deeply spiritual Catholicism: faith in a fallen world, remembrance of the time of Jesus, hope for future salvation. This marketing campaign seems to embrace the aesthetic overlap between these two seemingly divergent cultures.