What is fashion psychology, and why does it matter?

The psychology of fashion is a scientific discipline that studies human behaviour across the fashion industry. Established in 2012, it requires formal psychological training in cognitive, social and developmental psychology, personality and mental health. Importantly, it also requires skills in research methods, ethics and data analysis if it is to have positive impact for consumers, the industry and the planet. In contrast to the term ‘fashion psychology’ which is often used by those without formal training, this field prioritises psychology to understand behaviour beyond clothing.

Its evidence-based approach helps create a more ethical and sustainable fashion industry. I speak about this distinction and all the topics below in the second edition of The Psychology of Fashion which was published in December 2024.

How do our clothing choices reflect our identity, and how does this change with age?

Fashion reflects personality, cultural background, and mood. While younger individuals often experiment with trends, clothing choices later in life tend to prioritise comfort and self-expression over social validation. As we age, fashion becomes a tool for confidence rather than impression
management.

Why do fashion brands overlook consumers over 55, and what needs to change?

Brands often treat the 55+ demographic as a homogenous group, failing to recognise their diverse styles and fashion engagement. A shift towards lifestyle-based marketing and ageless fashion strategies would better serve this demographic and challenge ageist industry norms.

Unfortunately, older consumers are often overlooked in fashion retail due to outdated stereotypes that assume they are disengaged from fashion or less interested in style. In reality, this demographic is often still active in the workforce, engaged in social activities and contributing significantly to their communities. Like younger consumers, they want to look good, express their identity and be part of the fashion zeitgeist. Brands should move beyond marketing in categories based on arbitrary decades and age groups, as these make little sense in the modern world. Brands would be more inclusive if they were to employ older people (as well as younger of course) in front of and behind the camera (e.g., store assistants, designers, creative directors, photographers and models), and acknowledge that style consciousness does not diminish with age.

How does age representation in fashion impact women’s self-perception and purchasing behaviour?

The industry’s youth-centric imagery marginalises older women, making them feel invisible. While some brands have included older models, representation is often tokenistic. Genuine engagement requires more inclusive marketing and product strategies.

Brands can develop adaptive fashion lines that prioritise comfort, accessibility and versatile design that caters to diverse lifestyle needs rather than restricting styles based on chronological age. By focusing on functionality and contemporary aesthetics, brands can create fashion that resonates with all consumers, empowering them to dress in ways that reflect their individuality and lifestyle across the lifespan.

How does sustainability in fashion relate to ageing and longevity?

Sustainability and ageing align in their focus on quality, longevity and mindful consumption. Many older consumers tend to invest in durable clothing, supporting sustainable fashion principles.

What’s new in the second edition of The Psychology of Fashion?

The updated edition expands on sustainability, digital culture, AI, and VR, reflecting shifts in fashion psychology. It explores the psychology behind ethical consumption and the effects of social media on self-perception and fashion trends.

How do TikTok and Instagram influence fashion trends and consumer behaviour?

Social media accelerates trends and fosters compulsive consumption through algorithms and social validation. Psychological principles such as social proof, FOMO and dopamine-driven engagement influences consumer decisions, sometimes promoting overconsumption.

How does psychology inform business strategies in fashion?

Psychological insights help brands create inclusive campaigns, support mental well-being, and enhance consumer engagement. For example, a successful campaign using self-determination theory (SDT) engaged customers by allowing them to co-create fashion items, increasing brand loyalty.

Brands can leverage SDT through personalisation. For example, a campaign that allows consumers to customise designs or participate in brand storytelling can strengthen engagement, enhance well-being and could boost brand loyalty through more meaningful and psychologically rewarding shopping experiences