When one thinks of fashion , the elements that commonly spring to mind are fabric , style , flare , expression — insert personal views on fashion here . Yet , while the buzz of fashion reverberates from countless magazine covers , runways , street style and the like , the first association made with fashion is not usually psychology .
For author and Psychology for Fashion professor , Carolyn Mair , PhD , the clothing we wear reflects more than just personal taste and trending styles . In her debut book , The Psychology of Fashion , Mair deconstructs the meaning , thinking and behaviours behind the wardrobe , taking readers through the ‘ Narnia ’ of fashion psychology .
“ I have published more than 80 academic papers and contributed to hundreds of press articles , but The Psychology of Fashion is my first book ,” Mair admits .
Set to be released by Routledge publishers as part of their The Psychology of Everything series on April 28 , 2018 , Mair ’ s book aims to empower consumers while addressing issues within the fashion industry that affect individuals , communities and societies around the world .
In the first chapter of her publication , Mair immediately tackles the most apparent psychological issue that stems from fashion — body image and the question of ‘ beauty ’. While aspirational fashion permeates and sways public opinion through advertising , boutique window displays , pop culture icons and media outlets , the blogging empire cosies up to consumers through personal channels .
Enter social media . Instagram , in particular , runs rampant with glamourous ‘ girl-boy next door ’ personas . With their effortless chic , bright condos and impeccable street style , fashion bloggers enter the companionship of millions of consumers daily through phone swipes and ‘ home feeds ’.
According to Mair , the influence of social media is twofold . “ Social media is social connection without geographic borders . On the one hand , it enables everyone to be featured , but on the other hand , it encourages the pursuit of perfection ,” she explains , “ Social media bloggers have changed the way fashion trends happen . Trends are no longer created by brands or fashion forecasters . For bloggers and Instagirls , even selfies taken in casual clothes in ‘ everyday ’ locations are often curated and styled like any other fashion photoshoot .”
It ’ s no secret that bloggers are often sponsored or paid by brands to post content featuring specific products in a natural way , but how does this new form of advertising and trendsetting affect the average person ? The constant absorption of fashion blog content can result in misled assumptions ; because the images aren ’ t coming from a glossy magazine , the lifestyle , appearance and products that blogs present seem more attainable and relatable to the viewer . When viewers realize that the lifestyle isn ’ t as easily acquired as they thought , the resulting silence or lack of public response to their personal content can be quite a blow to the ego . However , viewers easily forget about the quantity of makeup , styling and edits that factor into a quality post , not to mention the team of assistant and photographer that often support a bloggers ’ content feed .
Furthermore , social media allows and encourages users to project their style and personal expression through fashion . While this can certainly have the positive effect of connecting individuals across borders in united interests , it can also leave users vulnerable to feedback — or silence — from an international community .
Carolyn Mair - The Psychology of Fashion - Ph : Sergio D . Spadavecchia