The Psychology of Fashion in Your Life
The psychology of fashion? Who even knew that this was a topic deserving serious consideration? In 2021 I was introduced to Fashion Psychology at the Association of Image Consultants International (AICI) global conference. Dr. Carolyn Mair, author of “The Psychology of Fashion” and former professor of psychology for fashion at the London College of Fashion, gave a keynote address in which she stated that fashion and psychology “make a perfect pair.”
Why the Perfect Pair?
Why did she say this? Psychology is the scientific study of behavior; it involves creative thinking, hypothesis testing and critical analysis. It offers knowledge that can underpin our ability to change behavior and improve our well-being. As she made the connection between psychology and fashion, Mair outlined several points showing how fashion ties into well-being. Because we groom ourselves and wear garments, jewelry, body art and accessories, fashion is always there as we establish social ties, pursue goals, manage ourselves in complex environments, and continue to develop throughout life. You can think of fashion as one of the many elements that contribute to our ongoing growth as individuals.
An example of this comes from the work we do at KDI Consulting. With our closet audit/shopping services, we assist clients in purging or selecting garments for what will make sense in their current life situation. I’ve noticed that those who have a stronger sense of well-being do better with the experience of making changes in how they dress their bodies. In spite of society’s continual messages about the “ideal” body or what beauty/handsomeness “should look like,” they’re able to see themselves as unique individuals who don’t have to follow that script. They’re able to (mostly!) let go of garments that carry old emotional meanings or old beliefs connected to who they used to be.
So we look to fashion to support and fulfill us, and help us get through our day. Done well, this will increase self-confidence, a key to overall well-being. As Mair noted, fashion is a fantastic tool for helping to bring our best selves to the game of life. I can confirm this from my own experience. I’ve seen my clients grow in confidence as they’ve prepared to nail a successful interview, deliver a knockout presentation from a stage or just feel great about themselves in their daily lives.
Does Appearance Matter?
But wait. Does all this really matter? Even if you think, ideally, it shouldn’t, it does. An Allure.com study supports this:
- • 64% said they noticed how attractive someone is before anything else.
- • 61% thought their lives would be better if they were more attractive.
- • 64% believed their appearance would help them get assistance from a stranger.
- • 62% said their looks got them better service in a store.
- • 50% believed that being better-looking would help them get a promotion.
- • 50% believed that appearance defines identity.
A concept called Enclothed Cognition describes how clothing can influence what people think (i.e., cognition) by its symbolic meaning and how those clothes are worn. For example, in one study participants were given white coats to wear. Those who were told that they were wearing a doctor’s coat scored higher on tests than those who were told they were wearing a painter’s coat. What they believed about the same white coat led these participants to “embody” the clothing and its symbolic meanings. This is just one of many studies that have shown the profound effect clothing can have on our cognition.
It’s About Context
When someone who hasn’t been a client asks me, “How did I do? How do I look?” I sometimes struggle to come up with an adequate response. I don’t have a real answer without knowing more about them and understanding their situation. They’re embedded in a specific context, and context matters! What’s correct for one individual, won’t be for another. Although most people tend to think of fashion as being on the exterior of an individual (garments, accessories, etc.), the foundation of fashion lies in each person’s inner image — where our likes, dislikes, emotional ties, self-acceptance and confidence are held.
Ultimately, fashion allows us to stand out or fit in. It helps us negotiate our identity. We can’t separate clothing from our self and identity, because what we wear is an outward display of that self and identity. Whether you reach for a T-shirt or a suitcoat, you’re always navigating in the world of fashion psychology.
