Overview

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 second edition of 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. The Psychology of Fashion shows how the application of psychology in the context of fashion can make a positive difference to our lives.

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9781032712543

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Reviews

‘I can’t think of a more expert guide to take the reader on a tour of the applications of psychological theory to the complex world of fashion than the esteemed Dr. Carolyn Mair. The Second Edition of The Psychology of Fashion is written in an accessible, scholarly voice, and is chock full of erudite analysis, thoughtful commentary, and up-to-date references. There is simply no other comparably comprehensive tome on this important and fascinating topic.’ Daniel Benkendorf PhD, Professor of Psychology and Chair of Social Sciences, Fashion Institute of Technology, New York City, USA. ‘Few minds understand the why, when, and how of fashion like Carolyn Mair. In this much-anticipated 2nd edition, Mair dives deeper into the intricate relationship between psychology and fashion, providing readers with a comprehensive and thought-provoking exploration of how fashion reflects and influences identity, emotions, and societal trends. Mair's insightful exploration of up-to-date research, makes this book an indispensable resource for anyone interested in the profound impact of fashion on our daily lives. Whether you're a student, a professional in the industry, or simply a curious reader, this edition promises to enrich your understanding and appreciation of the multifaceted world of fashion psychology.’ Lauren Cunningham, Fashion and Beauty Editor, UK ‘For anyone who has ever dismissed fashion as frivolous and superficial, or doubted the significance it has culturally, psychologically or economically, I would direct them straight to Dr Carolyn Mair for a thorough education.’ Hannah Almassi, Editor in Chief, Who What Wear, UK ‘Carolyn Mair is, without doubt, one of the world's thought leaders on the subject of why we wear the clothes we choose, and how those choices reflect the world around us. As a fashion journalist who specialises in the psychological, consumer and retail aspects of the industry, I always find Carolyn's insights to be illuminating and backed up with real-world evidence, delivered in a context less fluent consumers of fashion can easily understand. As the fashion industry grapples with the ever-evolving challenges of sustainability and technology, especially AI, Carolyn has consistently remained on the pulse of how these changes affect one of our most basic daily tasks - choosing what to wear. The updated version of The Psychology of Fashion couldn't have come at a more important time for the industry.’ Melissa Singer, Fashion Editor, The Sydney Morning Herald and The Age, Australia ‘From the history to consumer behaviour; from mental health to theories of beauty: this book leaves no stone unturned! A must read for anyone interested in understanding what fashion is really about.’ Sofía Beuchat, Journalist, El Mercurio, Chile ‘Dr. Carolyn Mair is one of the only experts who tackles the topic of psychology and fashion. Her analyses are never skin-deep, or rather, clothes-deep. She taps into why we buy the pieces we buy and what we are trying to say when we wear them, as well as the implications of one of the most profitable industries in the world.’ Liana Satenstein, Writer, USA ‘Professor Mair is one of my go-to fashion experts for securing unique and targeted insight into the psychology behind celebrity style and trends. Her unrivaled knowledge and impactful expertise are useful to the audience. Readers will undoubtedly devour this thoroughly updated 2nd edition of her book.’ Emma Bussey, Journalist, USA 'The Psychology of Fashion is a thorough and holistic round up of how we must approach the future of this industry. For sustainable circular practices to be adopted and work at scale we must first understand the full picture and the deeper meanings behind our need to shop and what drives us to keep pieces with us for life which this book does perfectly. A wonderful read for a concise and detailed insight into how together we can all do better.' Patrick McDowell, Fashion Designer, London UK 'Fashion is much more than buying clothes and dressing according to trends. We must understand all the factors that make us dress in one way or another, from the history of clothing to globalization and social networks, or the psychological power it has. And this book covers all of them in depth. An essential guide for industry professionals, or for anyone who wants to know the power of fashion beyond the stores.' Amaia León, Fashion and Beauty Editor-in-Chief, ¡HOLA!, Spain ‘I can’t think of a more expert guide to take the reader on a tour of the applications of psychological theory to the complex world of fashion than the esteemed Dr. Carolyn Mair. The Second Edition of The Psychology of Fashion is written in an accessible, scholarly voice, and is chock full of erudite analysis, thoughtful commentary, and up-to-date references. There is simply no other comparably comprehensive tome on this important and fascinating topic.’ Daniel Benkendorf PhD, Professor of Psychology and Chair of Social Sciences, Fashion Institute of Technology, New York City, USA.

‘Few minds understand the why, when, and how of fashion like Carolyn Mair. In this much-anticipated 2nd edition, Mair dives deeper into the intricate relationship between psychology and fashion, providing readers with a comprehensive and thought-provoking exploration of how fashion reflects and influences identity, emotions, and societal trends. Mair's insightful exploration of up-to-date research, makes this book an indispensable resource for anyone interested in the profound impact of fashion on our daily lives. Whether you're a student, a professional in the industry, or simply a curious reader, this edition promises to enrich your understanding and appreciation of the multifaceted world of fashion psychology.’ Lauren Cunningham, Fashion and Beauty Editor, UK ‘For anyone who has ever dismissed fashion as frivolous and superficial, or doubted the significance it has culturally, psychologically or economically, I would direct them straight to Dr Carolyn Mair for a thorough education.’ Hannah Almassi, Editor in Chief, Who What Wear, UK ‘Carolyn Mair is, without doubt, one of the world's thought leaders on the subject of why we wear the clothes we choose, and how those choices reflect the world around us. As a fashion journalist who specialises in the psychological, consumer and retail aspects of the industry, I always find Carolyn's insights to be illuminating and backed up with real-world evidence, delivered in a context less fluent consumers of fashion can easily understand. As the fashion industry grapples with the ever-evolving challenges of sustainability and technology, especially AI, Carolyn has consistently remained on the pulse of how these changes affect one of our most basic daily tasks - choosing what to wear. The updated version of The Psychology of Fashion couldn't have come at a more important time for the industry.’ Melissa Singer, Fashion Editor, The Sydney Morning Herald and The Age, Australia ‘From the history to consumer behaviour; from mental health to theories of beauty: this book leaves no stone unturned! A must read for anyone interested in understanding what fashion is really about.’ Sofía Beuchat, Journalist, El Mercurio, Chile ‘Dr. Carolyn Mair is one of the only experts who tackles the topic of psychology and fashion. Her analyses are never skin-deep, or rather, clothes-deep. She taps into why we buy the pieces we buy and what we are trying to say when we wear them, as well as the implications of one of the most profitable industries in the world.’ Liana Satenstein, Writer, USA ‘Professor Mair is one of my go-to fashion experts for securing unique and targeted insight into the psychology behind celebrity style and trends. Her unrivaled knowledge and impactful expertise are useful to the audience. Readers will undoubtedly devour this thoroughly updated 2nd edition of her book.’ Emma Bussey, Journalist, USA 'The Psychology of Fashion is a thorough and holistic round up of how we must approach the future of this industry. For sustainable circular practices to be adopted and work at scale we must first understand the full picture and the deeper meanings behind our need to shop and what drives us to keep pieces with us for life which this book does perfectly. A wonderful read for a concise and detailed insight into how together we can all do better.' Patrick McDowell, Fashion Designer, London UK 'Fashion is much more than buying clothes and dressing according to trends. We must understand all the factors that make us dress in one way or another, from the history of clothing to globalization and social networks, or the psychological power it has. And this book covers all of them in depth. An essential guide for industry professionals, or for anyone who wants to know the power of fashion beyond the stores.' Amaia León, Fashion and Beauty Editor-in-Chief, ¡HOLA!, Spain

Author Information

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.

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