Слово "mystique". Англо-русский словарь Мюллера

All the beliefs, habits, tastes, emotions, mental attitudes that characterize our time are really designed to sustain the mystique of the Party and prevent the true nature of present-day society from being perceived.

This mystique had been active also in relation to my brother Alexander, between whom and my wife there existed a very considerable, almost sentimental, tenderness, though this had been less evident of late since Anderson had become all the rage.