The Emerging Science of Fashion Psychology: How Clothing Reflects and Shapes Who We Are

According to the general definition in the literature, fashion psychology is a branch of applied psychology that uses psychological theories and principles to understand and explain the relationship between fashion and human behavior (Ranavaade, 2024). Fashion psychology allows us to analyze the psychological effects of fashion on both individuals and society as a whole. Topics such as

consumer behavior, shopping addiction, the impact of clothing choices on how we perceive and judge one another, and the relationship between fashion and body image also fall within the scope of fashion psychology. In our era, marked by the global climate crisis, issues such as the psychological reflections of fashion’s environmental harm, eco-anxiety, sustainability, and slow fashion must also be studied within this field.

Through research in fashion psychology, fashion brands can gain a deeper understanding of the emotional triggers and motivations behind consumers’ clothing choices. The field also helps analyze trend development. If you have ever wondered why you are drawn to certain clothing styles but not others, how what you wear influences your mental health and mood, or what messages your outfits communicate to the world about you, fashion psychology offers the answers.

Fashion psychology is still an emerging discipline. While some psychologists focus on the positive effects of clothing on our psyche, much of the field currently revolves around market research on purchasing motivations and consumer behavior. Despite the importance of clothing in people’s lives, there is still a limited amount of empirical research on the topic. One possible reason is that fashion is often dismissed or perceived as superficial. However, fashion, which permeates many areas of life, is deeply significant and connected to multiple disciplines — including psychology, economics, and sociology. “Many have ignored the fact that among all the social sciences, it is sociology that has made major contributions to fashion and dress studies. In fact, it was sociologists who laid the theoretical foundations for understanding fashion” (Kawamura, 2019). Fortunately, in recent years, psychology has also begun to show the long-overdue attention fashion deserves.

As a medium through which people express how they wish to present themselves to the world, fashion is closely linked to psychological concepts such as identity, self-esteem, confidence, and social status. Fashion serves as a form of nonverbal communication. When we encounter someone new, their clothing immediately conveys information about their gender, occupation, and social standing, allowing us to adjust our behavior accordingly (Flügel, 1930). Clothing also signals a person’s economic status. In many cultures, dressing well and stylishly is seen as a sign of power. “Clothing allows individuals to be recognized as members of specific groups; properly covers the body; indicates one’s position or rank within a group; and helps people express their uniqueness and creativity” (Kodzoman, 2019).

Rana Kutvan