The Psychology of Fashion

‘I can’t think of a more expert guide to take the reader on a tour of the applications of psychological theory to the complex world of fashion than the esteemed Dr. Carolyn Mair. The Second Edition of The Psychology of Fashion is written in an accessible, scholarly voice, and is chock full of erudite analysis, thoughtful commentary, and up‑to‑date references. There is simply no other comparably comprehensive tome on this important and fascinating topic.’ Daniel Benkendorf, PhD, Professor of Psychology and Chair of Social Sciences, Fashion Institute of Technology, New York City, USA ‘Fashion is much more than buying clothes and dressing according to trends. We must understand all the factors that make us dress in one way or another, from the history of clothing to globalization and social networks, or the psychological power it has. And this book covers all of them in depth. An essential guide for industry professionals, or for anyone who wants to know it (much) beyond the stores.’ Amaia León, Fashion and Beauty Editor‑in‑Chief, !HOLA!, Spain ‘Psychology is at work all around us, seeking to change ourselves and our world for the better in surprising ways. Professor Carolyn Mair has long been an embodiment of that. In The Psychology of Fashion, she has knitted some fine threads into a whole that shows beauty is much more than skin‑deep.’ Dr Jon Sutton, Editor, The Psychologist, The British Psychological Society, UK ‘For anyone who has ever dismissed fashion as frivolous and superficial, or doubted the significance it has culturally, psychologically or economically, I would direct them straight to Dr Carolyn Mair for a thorough education’. Hannah Almassi, Editor in Chief, Who What Wear, UK ‘From the history to consumer behaviour; from mental health to theories of beauty: this book leaves no stone unturned! A must read for anyone interested in understanding what fashion is really about’. Sofía Beuchat, Journalist, El Mercurio, Chile ‘Few minds understand the why, when, and how of fashion like Carolyn Mair. In this much‑nticipated 2nd edition, Mair dives deeper into the intricate relationship between psychology and fashion, providing a comprehensive and thought‑provoking exploration of how fashion reflects and influences identity, emotions, and societal trends. Mair’s insightful exploration of up‑to‑date research, makes this book an indispensable resource for anyone interested in the profound impact of fashion on our daily lives. Whether you’re a student, a professional in the industry, or simply a curious reader, this edition promises to enrich your understanding and appreciation of the multifaceted world of fashion psychology’. Lauren Cunningham, Fashion and Beauty Editor, UK ‘Dr. Carolyn Mair is one of the only experts who tackles the topic of psychology and fashion. Her analyses are never skin‑deep, or rather, clothes‑deep. She taps into why we buy the pieces we buy and whatwe are trying to say when we wear them, as well as the implications of one of the most profitable industries in the world’. Liana Satenstein, Writer, USA ‘Professor Mair is one of my go‑to fashion experts. Her unrivalled knowledge and impactful expertise into the psychology behind celebrity style and trends make fascinating reading. Readers will undoubtedly devour this thoroughly updated 2nd edition of her book’. Emma Bussey, Journalist, USA