The study of how our choices in dress affect how we see and assess one another is known as fashion psychology. The phrase ‘fashion psychology’ is rather deceptive, as the area examines much beyond how clothes affect a person. Marketers who need to anticipate how long a product will be in style as well as understand the characteristics that increase the likelihood that a set of customers would accept it, need to pay close attention to fashion psychology. Therefore, a focus of fashion psychology is also on how acceptance evolves through time. 

When we first encounter someone, we make an instant judgement about them or form an opinion about them. That is, people are evaluated based on their personalities, appearance, and attire. A report by Fashion and Law journal states that a person’s clothing is an abstract portrayal of who they are from within.1 With fashion serving as a means of self-expression and connection to the outside world, it says a lot about who we are as people. There are so many psychological factors, including cultural norms, individual preferences, and social expectations, at play, which affect our fashion choices without our knowledge.

When people are sad or down, they often go shopping to lift their spirits. However, emotions may be good or negative when it comes to fashion. We feel uneasy and lose confidence when we are unsure about what to wear or how to wear it. As a result, we start to worry about what people may think, which negatively impacts our mood.

Similarly, since the beginning of time, fashion statements were used to establish class, identity, and beliefs. Clothing was intimately associated with social status and display of wealth in earlier civilisations. A person’s choice of clothing might serve to express their political or religious affiliation. Moreover, a lot of stress was put on having a beautiful appearance as a symbol of status and authority. With the development of mass production and the subsequent rise in the availability of appealing apparel, the 20th century witnessed an explosion in fashion. It became easier for the consumers to experiment with various appearances, allowing them to develop distinctive looks that made them stand out from the crowd.

Furthermore, fashion enables individuals to express their creativity and explore new aspects of their personality. Experimenting with clothes may reveal new facets of a person’s personality that they may not have even been aware of previously, from cutting edge streetwear trends to traditional vintage outfits.

Additionally, it is important to prioritise feeling confident in one’s appearance rather than trying to conform to whatever society deems to be ‘trendy’ at any one time. No matter what styles of clothing and accessories are in style, embracing your own sense of originality should always be viewed as a good trait that fosters creativity and self-confidence in a person.

Fashion choices reflect development, shifting ideals, and individuality. Young people want their clothing to express their character, qualities and ideals. They desire the freedom to express themselves via their choices in clothing. As young people progress through the phases of psychological development, fashion is crucial because it helps them build a sense of identity and a mechanism for obtaining social approval.

According to an article published by Michael Solomon, the origin and spread of fashion may be viewed from a variety of angles including psychological and sociological.2

Psychological Models of Fashion

What drives us to follow trends can be explained by a variety of psychological variables. Conformity, a need for variation, the drive to express one’s originality, and sexual attraction are a few of these. For instance, many customers appear to have a demand for uniqueness: They want to stand out, but not too much. Because of this, individuals may follow the fundamental principles of a trend while improvising to express themselves uniquely within these overarching principles.

The ‘dress for success’ phenomenon serves as an example of the pervasive notion that how one looks affects how they are treated. One study required participants to wear a lab coat, which people tend to identify with careful and focused work. They discovered that participants who wore the lab coat performed better on activities that needed careful attention. However, the benefits vanished when responders were informed that the garment was actually a painter’s coat rather than a doctor’s lab coat. In other words, the respondents made changes to their behaviour based on how they perceived the symbolic significance of the apparel. The saying “clothes make the man” perfectly captures this process.

Sociological Models of Fashion

It is crucial to remember that fashion processes have an impact on all forms of cultural phenomena, including music, art, architecture, and even science, even though we frequently link fashion with clothes. According to the trickle-down hypothesis, when people try to move up the social mobility ladder, inferior groups first adopt the status symbols of the groups above them. Thus, dominant styles start with the upper classes and spread to the lower classes.

Ending Note

Fashion plays a significant role in our lives, and it is more than just a way to cover our bodies. It is a form of self-expression and a way to communicate our identity to the world. The psychology of fashion has shown that our clothing choices are influenced by various factors, including our cultural background, social status, and personal preferences. Understanding these influences can help us make more conscious fashion choices that reflect our true selves and help us feel confident and comfortable in our own skin. So, whether you are a fashion enthusiast or not, it is worth taking a moment to think about the psychology behind your fashion choices and how they contribute to your overall sense of self.