Welcome to

The Psychology of Fashion

Carolyn Mair Consulting Limited

Dr Mair Fashion Psychologist

psychology.fashion works with you

Psychology of Fashion, Fashion Psychology

The Psychology of Fashion was created in 2012 by Professor Carolyn Mair PhD when she was invited to speak at one of the world’s leading Fashion Colleges within one of the top five Arts Universities in the world. As the world’s first full Professor of Psychology for Fashion, she developed a Psychology Department and created the world’s first Masters and Bachelors degree programmes to apply Psychology in the broad context of Fashion. The aims were to explain not only how we engage with fashion and related concepts, but also why we do, and to use the outcomes for the betterment of the industry, its workers and its consumers.

In 2017, after 5 wonderful years, Carolyn left London College of Fashion and established her consultancy, Carolyn Mair Consulting Limited. Her aim was to engage more directly with the industry. Her commitment to a more ethical and sustainable industry remain and underpin her consultancy with industry, business and brands. Carolyn is often in demand as a public speaker at professional, industry and academic conferences, business meetings and public-facing events and is frequently featured in press and media.

In acknowledgement of her extensive public engagement and innovation that has broadened the scope of the reach of Psychology, Carolyn was honoured to receive the 2017 British Psychological Society’s Distinguished Contributions to Psychology Education Award. 

Follow Carolyn on social media. She mainly uses Twitter @Carolyn_UK,  sometimes LinkedIn and occassionally, Instagram as psychologyforfashion and DrMairFashionPsychology,


Fashion is Psychology

People are involved in every level of the fashion industry, from the design of clothing, through the entire retail chain, to how clothes and fabrics are disposed. If you want to understand these processes, you need to understand the psychological processes that underpin them.

Contact Dr Mair, Fashion Psychologist, at psychology.fashion to explore the psychology behind creativity, innovation, sensation and perception, self and identity, consumer behaviour, and discover how to harness the power of the fashion industry.


What are the optimal conditions for creativity to flourish? Beyond designing beautiful testiles and garments, how is creativity important in the fashion industry? How can creativity be applied to problem solving in the fashion industry?


Perception describes how we interpret sensory input environment to make sense of the world. What psychological processes enable us to interpret colour, silhouette and beauty and engage with products and services? As Daniel Kahnemann says “What we see is not all there is”.


Fashion enables us to stand out and belong simultaneously. Like our other possessions, our clothing is part of our identity. What we wear is an outward portrayal of our self-identity and can be used to express who we are, but how do others interpret this?


What psychological processes are involved when we shop for fashion? After years of raising awareness to the sustainabililty problem in the fashion industry, it’s time to apply psychology to bring about a sustainable change in behaviour.


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.”

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