Psychology + Fashion
By Geraldine “Gerry” Viggiani
What we wear says a lot about who we are. This wasn’t always the case—in earlier times clothing was mostly functional. We needed it to keep us warm, dry, and even safe as in camouflage clothing. Our world has evolved, and over time clothing has come to mean so much more. It signifies who we are culturally, economically, and environmentally, as well as how we feel about ourselves, our mood, productivity, and sexuality.
There is a concept known as “enclothed cognition,” which refers to the symbolic meaning of fashion and its influence on our mental state. What we or others are wearing impacts how we think and therefore act. So, for example, if I show up to a work conference in a red power suit, I am going to feel powerful and more likely to network, speak confidently, and be more productive. Others will also perceive that I am powerful and passionate about what I do.
Our brains are like computers, constantly assessing our environment. It takes eight seconds for a person to form a judgment about a person when they first meet. These judgments are associated with environmental impacts such as the weather, culture, religious beliefs, values, societal economic constructs, and even social media and television. We have a construct in our minds of how dress falls into these categories and can be affected negatively or positively.
Let’s say I grew up in a modest religious household. I might perceive someone wearing revealing clothing as provocative. I might also perceive someone wearing a lab coat as smart or trustworthy because I have tied that form of dress to a specific trait.
Social media and the advertising industry are not naïve to this. People are considered “hip” or “on point” based on what these industries dictate. The fashion industry and influencers set trends on what we wear and how are supposed to look in what we wear.
Consuming these trends can feel exciting and fun but can also be profoundly mentally difficult for those who don’t fit into these trends because of their body type, color, race, culture, or economic status. This can lead to depression, anxiety, and poor self-esteem.
There is an even darker side to the fashion industry, which has been long accused of pushing consumerism and contributing to unsafe labor conditions in third-world countries and pollution. With ever-changing fashion trends, people are buying more clothes than they need that are cheaply made in inhumane and unsafe workplaces and that wind up in landfills as fashions evolve on an ever-changing basis. Chemicals used in the processing of garments are dangerous to our environment, polluting the ground, sea, and air.
During the pandemic, many saw the value in the notion that “less is more” and how that has impacted these areas. Psychologists in the fashion industry are attempting to work with designers to make more sustainable, better quality, and socially conscious products. The hope is that changing the way fashion designers manufacture and market items will provide benefits across the board.
So, how can you benefit from the power of fashion psychology? First, become aware of what you wear. How does it make you feel? How do you want to feel? Do you need to change something about what you are putting out there? Is comfort more important? Do you have to “dress the part” or wear a uniform or religious garb? Do you want to conform, or stand out? What do you want others to perceive about you?
Here are some easy ways you can incorporate fashion into your mental and self-care routine:
Check Your Values
Do things like sustainability and environmentally conscious sound important to you? Then choose items that are produced accordingly, as well as items that are timeless and fit well but are also high in quality, along with items that can be mixed and matched. This also can help free up valuable cognitive space as there is no need for endless outfit changes and you are living in your value system.
Communicate a Vibe
If fashion-forward is your thing, shop smartly. Have a few items you know fit into that idea. If you need a power outfit, shop for the basics and filter in brighter colors or bolder prints. If you are looking to be trendy, make sure the items you buy fit well and say what you are looking to say. Remember: There are many fashionable looks each season; choose ones that make you feel good and communicate the “vibe” you are intending.
Change Your Mood
Color can also work on your mood. Brighter colors like yellow and orange can cheer us up when we are feeling low; blue and green can help us to feel calm; and red and black can help us to feel powerful. Keep things simple if you’re seeking the peace from being uncomplicated or opt to stand out if it fulfills your need to express your individuality. In addition, textures can help keep us grounded, and cozy can help us feel safe.
Most of all, have fun. Clothes and accessories are an extension of ourselves. They can make us feel good, help us to fit in or stand out, work toward improving our mood, and even communicate messages to others.
