K arl Kraus’s aphorism encapsulates a key element of the fetish – a dispropor-tionate attachment to a particular ordering or structure of desire. e fetish can be viewed as a psychological version of the fi gure of speech known as synecdoche wherein a part is used to represent the whole. Excessive attachment to the part means that the fetishist “misses the bigger picture” – in Kraus’s example, obsessive longing for a shoe displaces appreciation of the whole woman. e standard understanding of the fetish has come to be dominated by connotations of sexual perversion (the fetishist needs rubber clothing, extreme pain or humiliation, etc.), but the concept of fetishistic disavowal allows a wider understanding of the concept that enables important insights into contemporary ideological processes – the political implications and consequences of which reach well beyond the merely sexual.