The Psychology of Fashion

How is fashion linked to our identity? How are we influenced to buy into fashion trends? How can we make the fashion industry more ethical and sustainable?

The Psychology of Fashion offers an up-to-date insightful introduction to the exciting and dynamic world of fashion in relation to human behaviour. It explores consumer motivations, how fashion influences our thoughts and feelings and why we develop certain shopping behaviours. It provides insights into how fashion design can impact healthy body image; how psychology can inform more sustainable views on the production, consumption and disposal of clothing; and the potential for the industry to be a force for good. This thoroughly updated second edition includes new material on fashion and social media including TikTok and Instagram, a new chapter on the future of fashion which includes discussion of virtual and augmented reality in fashion and an in-depth exploration of fashion sustainability. There is also a greater focus on equality and diversity in fashion, including fashion in different global cultures, fashion and gender, disability and different body types.

What we wear impacts us and those we interact with. Understanding the underlying psychological processes that influence our engagement with fashion empowers us to make informed decisions in relation to fashion consumption. The Psychology of Fashion shows how the application of psychology in the context of fashion can make a positive difference to our lives.

Carolyn Mair PhD., is a Cognitive Psychologist, Chartered Fellow of the British Psychological Society and Fashion Business Consultant, based in the UK. Previously, as full Professor of Psychology for Fashion at the University of the Arts London, she received the BPS’s Distinguished Contributions to Psychology Education Award. She has a PhD in Cognitive Neuroscience.