Table Of ContentTHE PSYCHOLOGY OF FASHION
What do our clothes say about us? How do the clothes we wear affect
our moods and emotions? How does the fashion industry encourage
us to aspire to look in a certain way?
The Psychology of Fashion offers an insightful introduction to the
exciting and dynamic world of fashion in relation to human
behaviour, from how clothing can affect our cognitive processes to
the way retail environments manipulate consumer behaviour. The
book explores how fashion design can impact healthy body image,
how psychology can inform a more sustainable perspective on the
production and disposal of clothing, and why we develop certain
shopping behaviours.
With fashion imagery ever present in the streets, press and media,
The Psychology of Fashion shows how fashion and psychology can make
a positive difference to our lives.
Professor Carolyn Mair is a freelance consultant specialising in the
psychology of fashion. She works with educators, clothing brands and
media outlets. She pioneered the Masters and Bachelors programmes
on the psychology of fashion at London College of Fashion.
THE PSYCHOLOGY OF EVERYTHING
The Psychology of Everything is a series of books which debunk the myths
and pseudo-science surrounding some of life’s biggest questions.
The series explores the hidden psychological factors that drive us,
from our sub-conscious desires and aversions, to the innate social
instincts handed to us across the generations. Accessible, informative,
and always intriguing, each book is written by an expert in the field,
examining how research-based knowledge compares with popular
wisdom, and illustrating the potential of psychology to enrich our
understanding of humanity and modern life.
Applying a psychological lens to an array of topics and contem-
porary concerns – from sex to addiction to conspiracy theories – The
Psychology of Everything will make you look at everything in a new way.
Titles in the series:
The Psychology of Grief The Psychology of
Richard Gross Conspiracy Theories
Jan-Willem van Prooijen
The Psychology of Sex
Meg-John Barker The Psychology of
Addiction
The Psychology of Dieting
Jenny Svanberg
Jane Ogden
The Psychology of Fashion
The Psychology of Performance
Carolyn Mair
Stewart T. Cotterill
The Psychology of
The Psychology of Trust Gardening
Ken J. Rotenberg Harriet Gross
The Psychology of Working Life The Psychology of Gender
Toon Taris Gary W. W ood
For further information about this series please visit
www.thepsychologyofeverything.co.uk
THE
PSYCHOLOGY
OF FASHION
CAROLYN MAIR
First published 2018
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2018 Carolyn Mair
The right of Carolyn Mair to be identified as author of this work has
been asserted by her in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been requested
ISBN: 978-1-138-65866-0 (hbk)
ISBN: 978-1-138-65867-7 (pbk)
ISBN: 978-1-315-62066-4 (eBook)
Typeset in Joanna
by Apex CoVantage, LLC
In loving memory of my mum, Betty.
CONTENTS
Acknowledgements ix
1 Introduction 1
2 Wellbeing in the fashion industry 19
3 The influence of fashion on body image and ‘beauty’ 33
4 Fashion, self and identity 55
5 Fashion consumption 75
6 Fashion and behaviour 91
7 Conclusions 111
Further reading 125
Notes 129
ACKNOWLEDGEMENTS
I would like to thank London College of Fashion, University of the
Arts London, for their support while I was writing this book and for
allowing me the opportunity to establish a new area for the college,
the psychology of fashion. I am grateful for the lively discussions with
staff and students about psychology and its relevance to their specific
areas of interest in fashion and art. Special thanks are due to Becka
Fleetwood-Smith MA, who graduated with an MA in psychology for
fashion professionals in 2015, and Zoe Shaughnessy, who graduated
with an MSc in applied psychology in fashion in 2016, for allowing
me to include findings from their masters’ projects.
I’m grateful to the editorial team at Routledge, especially Russell
George, for their faith in this project, and their guidance and support
throughout.
I would also like to thank my partner, Martin, and my children,
Jonathan, Louisa and Sophie; my sister, Elaine; and their families, for
their encouragement and pride in my achievements, especially in
completing this book.
