INSPADES MAGAZINE 010 | Page 144

“Editing images for Instagram and waiting for likes can
be damaging in multiple ways. Increased exposure to fashion
imagery on social media can lead to appearance concerns,
risky behaviours and eating disorders,” Mair reveals.
Additionally, Mair compares fashion to language.
When miscommunication occurs, the ensuing lack of under-
standing can be isolating. Mair explains:
“Through an identifiable cut, silhouette or fabric, fash-
ion designers create an image that promotes a particular
ethos or lifestyle; however, although we intend to commu-
nicate meaning through what we wear, it is communicated
effectively only to those who speak the same fashion lan-
guage. I argue in the book, that fashion—as communica-
tion—is as complex and difficult to interpret as any spoken
or non-verbal language.”
Yet, while fashion can lead to isolating results, its pow-
erful influence also has the potential to bring people togeth-
er. According to Mair, when consumers respond to the as-
pirational lifestyle advertised by a brand, they become
‘communal thinkers’:
“Communal thinking can be described as a shared con-
sciousness—a feeling of belonging that members feel toward
each other, and the collective sense of difference from others
outside that community. Communities share rituals and tra-
ditions which may be visual in their clothing, as well as their
sense of moral responsibility.
“Black dresses worn on the red carpet at the Golden
Globes and the British Academy Film Awards [as part of an
anti-harassment campaign] is a great example of fashion en-
abling social connection and making a political statement.”
Beyond opinionated t-shirt slogans and tops with por-
dustry encourage
a certain way??
offers an insightful
and dynamic world of
aviour, from how clothing
esses to the way retail
mer behaviour. The book
an impact healthy body
orm a more sustainable
and disposal of clothing,
opping behaviours.
say about us?
ar affect our moods
ons?
ent in the streets, press,
shion shows how fashion
ositive difference to our
the psychology of
FASHION
freelance consultant
of fashion. She works
s and media outlets. She
chelors programmes on
ndon College of Fashion.
carolyn mair
Cover image: © Shutterstock
ISBN 978-1-138-65867-7
9 781138 658677
ange of digital formats
THE
PSYCHOLOGY
OF EVERYTHING
traits of deceased activist icons, fashion can reflect political
or personal views regardless of appearance. The rising trend
of secondhand shopping and vintage finds is one way that
consumers express their values. By purchasing used items or
pieces designed from recycled material, consumers can en-
gage with fashion in a sustainable way. Such shopping habits
“meet the basic human need for novelty—buying something
new, while for fashion lovers they get to buy something
unique,” Mair describes.
Opting for items that already exist also means that few-
er new garments will be produced o