It was lovely to be interviewed by Stijn de Wallander for a feature in the Belgian newspaper DeMorgen Coach. The article is in Dutch but Google translate was able to help me with the headline and the first page. You can read the full article in Dutch at the link in my bio. For those not fluent in Dutch, the headline reads: “The right outfit can boost your self-confidence, while an uncomfortable dress can make you painfully self-conscious.” The first page reads: Psychology and fashion may seem to have little in common at first glance, but don’t be mistaken: the clothing we wear does indeed hav ..read more

Barbiecore has really taken off, but what is the psychology of the Barbiecore trend, and why do we follow trends in the first place? The underlying psychological processes that contribute to the emergence, popularity, and eventual decline of a trend within a particular culture or society depend on many factors including the need for novelty, social influence and social proof, and the desire to reduce cognitive load. Trends feed our psychological need for both novelty and belonging as they can motivate us to experience something different from the status quo, while simultaneously allowing us t ..read more

I was asked by Naomi Pike, journalist at Stylist Magazine, recently about the psychological underpinning of ‘viral objects’? One recent example of an object that has gone viral is the Uniqlo shoulder bag. It costs US$20 and according to Lyst, it is the hottest fashion item of 2023 so far. It argues that its success is in response to the affordable ‘quiet luxury’ trend. “Lyst has named this US$20 Uniqlo shoulder bag as the year’s hottest fashion item so far, after the trendy accessory went viral and garnered over 87 million views on TikTok.”  In a recent interview with BBCCulture about ..read more

When we want to have the latest fashion item, we might not think rationally. Does it really matter how much it costs? In contrast to traditional economic theory, humans aren’t rational when it comes to financial decision-making, and this is particularly true where fashion is concerned. High Street fashion store cards have used this knowledge for a long time. These cards entice consumers by offering initial incentives which might seem too good to miss. The cards are offered by staff at the point-of-sale who promote the offers that the customer will receive if they sign up for a card, but infor ..read more

Two talented MSc Applied Psychology in Fashion graduates, Megan Bolotin and Eden Clingman, have created the first podcast about psychology and fashion. Their podcast, Undressing Fashion, invites listeners on a journey to explore what’s going on underneath your clothes and why it matters, one episode at a time. Undressing Fashion “digs deep into the influences that fashion has on us by translating psychological research, interviewing trailblazing guests, and getting down to the real talk with refreshingly honest discussions about the fashion and beauty industry and its consumers”. I am ..read more

Image: COLLAGE: ARQUETTE COOKE P H O TO G R A P H : E D W A R D U R R U T I A We know the effect of a mood-boosting dress or the right pair of shoes, but what about clothing that shifts our whole mental state? In a year when we’re hungry for pick-me-ups, is there more feelgood power in our wardrobes than we know? By Jen Nurick (abridged) In 2012, two Psychologists, Hajo Adam and Adam D. Galinsky, coined the term ‘enclothed cognition’. No, not a new term for the latest in augmented reality or artificial intelligence, but in fact a new way of thinking about the power of our wardrobes. In addit ..read more

This blog is an amended version of a piece I wrote for Public Seminar, a journal “dedicated to informing debate about the pressing issues of our times and creating a global intellectual commons.” Public Seminar is produced by New School faculty, students and staff, and supported by colleagues and collaborators around the globe.  As someone who loves fashion as a way of expressing my identity, I was naturally drawn to the relationship between what we wear and who we are. As a psychologist, I have long appreciated the value that psychology can bring to understanding the power of what ..read more

The world is experiencing an unprecedented pandemic that is affecting everyone around the globe. Governments and businesses, families and individuals are facing difficult decisions as millions of people are experiencing life as never before: separation from family and friends, reduction or loss of income, fear for the physical health of ourselves and others, confinement at home, and unclear (sometimes false) messages on social media and in the press. Alone, any one of these would be enough to stress us so it is no surprise, that their cumulative impact is likely to be detrimental to our menta ..read more

I was over the moon when I was contacted by Sofia, a journalist working for El Mercurio, Chile’s national newspaper, to discuss the origins and purpose of the Psychology of Fashion. Sofia and I discussed my work and book, The Psychology of Fashion. We discussed my time at London College of Fashion, University of the Arts London, where I created the world’s only Masters degrees that apply Psychology specifically in the context of Fashion, and how I had established the Psychology department there. After that we  discussed my work as a Consultant, and the importance of applying Psychology i ..read more

Wow! As this year draws to a close, I’m reflecting on my busiest year to date. I may have been quiet wrt blogging, but I have been super busy elsewhere. I’ve also done a huge amount of press interviews this year and I wanted to share some with you over the next few days, possibly weeks! I hope you enjoy reading them. Do let me know. The most recent interview was with Joy Montgomery whowhatwear.co.uk who wanted to understand the Psychology behind why fashion has become more conservative. This was my response: Dressing in a conservative (small c) style Why do you think more conservative dress t ..read more