György Lukács’s infl uential interpretation of commodity fetishism as “reifi cation” shapes many contemporary critiques of the apparently objective and impersonal form taken by capitalist social relations. Such critiques seek to debunk the false veil of objectivity that results from fetishism, revealing the real character of the social relations underneath. Th is line of criticism, however, often attributes totalising power to capitalism, which undermines its own critical standpoint. I argue that the solution to this dilemma lies in understanding the fetish not as an ideological veil that needs to be debunked, but instead as a novel form of social interdependence that is genuinely – not illusorily – impersonal. Th is impersonal form is generated by a diverse array of disparate social practices whose interaction yields this unanticipated and unintended result. Within this framework, the diversity of the underlying social practices off ers a practical potential basis for constituting new forms of social interdependence that lack not only the semblance, but also the reality of capitalism’s oppressive objectivity.