Research:: Fashion Psychology & Isolation

Independent 24/03/2020 Harriet Hall

‘Research shows your clothes have an impact on your mind. What you wear during self-isolation matters.’

Karl Lagerfeld

“Sweatpants are a sign of defeat. You lost control aof your life , so you bought sweatpants.’

- we have literally lost control of our lives in the pandemic

Instagram: #wfhfits      Working from home fits

‘What it feels like to enjoy clothes.’

‘The act of getting dressed also prepares our mind and body for a day of work.’

Enclothed Cognition - the way we dress has a direct impact on our mind

Lockdown Trend: dressing up to take out the bins

Vogue.co.uk 19/04/20

Why dressing up with nowhere to go is okay - even essential

‘You know that excitement of dressing to go to a party and how sometimes that’s better than the actual party.’

‘My other cloths waited like archived museum pieces.’

‘Allowing yourself to be light-hearted and to take pleasure in clothing is still okay.’

Danielle Hine: ‘routine that involves dressing up [...] is absolutely crucial for her mental health.[...] ‘fashion as an expression of self [...] no to try and be an influencer.

Guilera Heritage: ‘dressing up is who we are. It is a way to stand up for our values that definitely are not going to be put aside because of the virus. Rather, they’re felt even stronger.’

Daisy Hoppen: ‘making the most of the things you have just seems more important than ever.’

Enclothed cognition: Hajo Adam and Adam Gallinsky

‘The dress doctor is in’ Nytimes.com ;Jennifer Miller

Dawwn Karen - mood enhancement theory -> item amplifies passive emotions

- repetitious wardrobe complex ->tendency to use clothes for emotional comfort

Fashion psychology: study and Tx of how colour, image, style, and beauty affects human behaviour, while addressing cultural norms and cultural sensitivities.

Perceptions and standards of attractiveness, where these come from and how we use them to judge others.’

Caroline Mair: The fashion Industry speaks so much about memory, problem solving and nostalgia.

Psychology to actually alter the way people buy clothes or respond to sustainability.

Fashionpsychologyinstitute.com