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By (author) Mair, Carolyn

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

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.

Table of contents:

1. Introduction 2. A Brief History of Fashion 3. Foundations of Fashion Consumer Behaviour 4. Social And Cultural Influences on Fashion Consumption 5. Fashion as Communication 6. Mental Health and Fashion 7. Fashion, Body and Beauty 8. Fashion Sustainability 9. The Future of Fashion 10. Final Thoughts

Review quote:

‘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

‘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 it (much) beyond

the stores.’

Amaia León, Fashion and Beauty Editor‑in‑Chief, !HOLA!, Spain

‘Psychology is at work all around us, seeking to change ourselves and our world for the better in surprising ways. Professor Carolyn

Mair has long been an embodiment of that. In The Psychology of Fashion, she has knitted some fine threads into a whole that shows beauty is much more than skin‑deep.’

Dr Jon Sutton, Editor, The Psychologist, The British Psychological Society, 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 Ch