Understanding fetishism as a specific system of social activity and reflection allows us to present fetishistic acts in the form of an integrated scheme of fetishism cells. The initial model of fetishism reflects the process of expanded reproduction by formally free individuals of the consumer society. Consumption fetishism, commodity fetishism is only the mask of deeper structures and relationships. The study of fetishism should leave the position of the formation and move to the study of personality in its subject connections, that is, to open the possibility of psychological interpretation of historical materialism. К. Marx's «Capital» can generally be read psychologically: as a study of the circulation of non-religious myths of commodity fetishism, fetishism of property, money, capital in its turnover. But К. Marx work is usually read with the help of historical and materialistic method as a description of the actual process of economic life, the formation of capital and value creation. К. Marx himself critically evaluated the process of real life and illusions, the imagination of the agents of the capitalist economy, their ignorance (unconscious of social origin) of their own social relations and ideology. Fetishistic imagination and its content - imaginary - in this sense have a double rooting: social and individual.