Welcome to

Carolyn Mair Consulting Limited

The Psychology of Fashion

Professor Carolyn Mair PhD CPsychol FBPsS

Dr Mair Fashion Psychologist

Carolyn Mair Consulting Limited



Behavioural Psychology, Cognition, Psychology of Fashion, Fashion Psychology

Founded in 2017 by Professor Carolyn Mair PhD CPsychol FBPsS, Carolyn Mair Consulting Limited works with local and global businesses providing transformational insights.

Carolyn Mair is a Chartered Psychologist and Fellow of the British Psychological Society. She has a PhD in Cognitive Neuroscience, MSc in Research Methods and BSc in Applied Psychology and Computing, and a wealth of experience working in academia and industry. Carolyn has a long and varied career starting with visual merchandising, graphic design, dressmaking and portraiture, through teaching English as a foreign language, followed by 20 years in academia in which she was promoted to full Professorship at two universities, before establishing her consultancy. In combination, these diverse careers and Carolyn’s drive to make the world a better place, combine to provide a unique skills set, a rare combination of expertise, and the aptitude to influence positive change.

Carolyn recognised the need to apply the scientific study of human behaviour to the fashion industry early in her career, and seized the opportunity to bring it life in 2011. Today, so-called ‘fashion psychology’ has been adopted by many stylists and increasingly, psychologists, and is acknowledged around the world as a fascinating and necessary component of fashion.

Carolyn is frequently interviewed by press and media as the go-to expert on matters relating to psychology within the context of fashion. To read the full articles, please go to the Press and Media tab.

Recent examples include ATVToday, The Observer, The Telegraph, Harpers, MSN UK, Hello!, TRAID, The Observer, WhoWhatWear, Refinery29, Irish Examiner, The List, The Walrus, Oprah Magazine, Silver Linings, Grazia, nylon.com, medium.com, Public Seminar, Canvas8.com, WWD, today.com, Elle Canada 2020, The Business of Fashion, Ladders, The Financial Times, Irish Times, NBC News, Yahoo.com, The Kit, Toronto Star, The New York Times, The Guardian UK, Business Record, The Independent UK, The Sydney Morning Herald, Business Record USA, Wall Street Journal, That’s Not My Age, Sunday Times South Africa, The Age Australia, Evening Standard, London UK, Irish Times, EIN NewsDesk, whowhatwear.com, Vogue UK, Fashionista, The Genetics Gym, ABC Australia, Grazia, Honey, Drapers, BBC Newsbeat, British Psychological Society American Psychological Society, Undressing Fashion, TK Maxx, HuffPost. She is also often in demand as a public speaker at professional, industry and academic conferences, business meetings and public-facing events. For the stories behind these articles, please follow this link.

In recognition of her extensive public engagement and innovation that has broadened access to Psychology for non-psychology audiences, Carolyn was honoured by the British Psychological Society in 2017 to receive their prestigious Distinguished Contributions to Psychology Education Award.

Follow Carolyn on social media, particularly Twitter @Carolyn_UK, LinkedIn and occasionally, Instagram as psychologyforfashion and DrMairFashionPsychology.


Psychology for Fashion

Clothing is our second skin. It literally touches everyone. People are involved at every level of the fashion industry, from the design of clothing, through retail to consumption and disposal. The underpinning philosophy and purpose of Carolyn Mair Consulting Limited is to support ethical and sustainable business behaviour. To understand how these processes impact and are impacted by human behaviour, you need to understand the psychological processes that underpin them.

Carolyn Mair Consulting Limited is based on the scientific principles that underpin psychology: evidence, integrity and rigour. Let’s talk and explore how your business could benefit from a greater understanding of human behaviour including the psychological processes behind creativity, innovation, sensation and perception, self and identity, consumer behaviour, learning and leadership.


What are the optimal conditions for creativity to flourish? Beyond designing beautiful textiles and garments, how is creativity important in the fashion industry? How can creativity be applied to problem solving to support a more ethical and sustainable fashion industry? Creative thinking underpins good thinking.


Perception describes how we make sense of the world, interpret colour, silhouette and beauty, scent, texture, and engage with products and services. Perception is a factor of environmental input, memory, socialisation, experience, context and attention.

As Daniel Kahneman says “All we see is not all there is”.


Fashion enables us to stand out and belong simultaneously. Our clothing is part of our identity: who we are. We make a decision about whether we like someone or not in in under a second based on appearance alone and then seek ‘evidence’ to support our initial judgement. Why is this initial judgement so fast and so powerful?


What psychological processes are involved when we desire and shop for fashion? What would make us take better care of our clothes? Psychology can answer these questions and bring about a sustainable change in behaviour. Now is the time to do this, but are the industry and consumers ready to change for good?


Psychology.fashion‘s happy clients include TK MaxxGapUrban OutfittersMatalanP&GUnileverJustSo London, Clique Media Group, as well as several national and international PR companies and Higher Education providers in the UK and overseas.

Psychology.fashion‘s founder, Carolyn Mair, is also frequently featured in the press and online media in the UK and internationally. Her interview with Alexa Chung for the Vogue series, The Future of Fashion, has more than 350,000 hits. 

“We worked with Carolyn on a campaign for our clients, a leading fashion brand. Her expertise and professionalism were outstanding. She delivered beyond our expectations to the delight of our clients. It was a pleasure working with Carolyn and we warmly recommend her work to you.”

Steve Smith, Account Director, Just So London

“Dr Carolyn Mair brings psychology to life through her skill of simplifying complex science into everyday language. She is responsible for my confidence to speak and research in this new discipline of applied psychology and I feel very grateful to have studied under her. As an activist and commentator in fashion for 35 years, I can now add academic rigour and scientific thinking to my address. As a result I believe I am a more effective professional.”

Professor Caryn Franklin MBE MSc MBPsS, Franklin on Fashion

“Many psychologists wouldn’t credit fashion as a topic worthy of their comment, but Carolyn has completely flipped that idea on its head and proven otherwise. Thanks to her outlook, knowledge and keen eye, she has become a trusted source for me as a fashion journalist over the years.”

“Just a quick note to say thank you so much for the [Consumer Psychology in Fashion] course last weekend.  I found it very informative.  Your style was lovely and down to earth.”

Andrew White, Luxury leather goods company

“Carolyn gives a new and inspiring perspective on fashion, with new vocabulary and unique expertise. As a brand specialist and community marketer, she challenges and strengthens my mind about fashion, the current industry setup and human behaviour in general. Carolyn brings an impressive and accessible meaning to behaviour in the fashion industry. She is giving the industry back its genuine personality and individuality at a time it needs it most.”

Janne Baetsen, Mind Fashion

“It was very interesting to interview Carolyn Mair for the Spanish Vanity Fair website, because she has a very deep knowledge about an issue that has not been widely discussed in the fashion industry, and that today seems specially relevant”.

“I once again realised how much I enjoyed this [Psychology in Fashion] course; it changed my whole thinking and led me to my dream job. I feel very lucky to have had you as my tutor. THANK YOU! “

Postgraduate student
“It was an incredible experience having Carolyn as a teacher during the short course on Psychology in Fashion. She was emphatic, supportive, helpful, positive and passionate about her innovative studies. In addition, she delivered right to the point solutions for our diverse projects, regarding how we can translate the knowledge of human behaviour and the psychological insights within the fashion industry, into creative ideas that can contribute to the betterment of everyone.”

“I love learning more about psychology from the great Carolyn. She is very passionate about the subject and I really loved it. I have been observing and analyzing myself with what she taught us in the course, it’s been really interesting and can’t wait to learn more about psychology of fashion. It would be great to take another course with her in the future.”

Carolyn Mair Consulting Limited