Dr Carolyn Mair

Fashion Psychologist

Dr Mair Fashion Psychologist



Dr Mair, Fashion Psychologist, is founder of Carolyn Mair Consulting Limited and the psychology.fashion. She is currently consulting with H&M Group as their Behavioural Psychologist. She has worked with a range of global and local fashion brands, retailers, educators and the public, providing evidence-based, transformational consultancy, research and training that offers solutions for positive behavioural outcomes and enhanced well-being.

Her clients include global, international and national organisations, NGOs and charities. Carolyn has published broadly in academic and popular media and is frequently featured in the press, TV, including Talking Business with Aaron Heslehurst on BBC World News TV, Sky News, ITV, London Live, and national and international radio, including BBC Radio 4. She has been interviewed by The New York Times, The Times, Guardian, Telegraph, Independent, Daily Mail, Irish Times, Sunday Independent (Ireland) and many other traditional and online print media in the UK and overseas as well as fashion, psychology and industry magazines around the world. She has also been interviewed by Alexa Chung for Vogue’s series, the Future of Fashion.




Carolyn trained as a visual merchandiser and graphic designer. She began designing and making clothes as a teenager when she couldn’t find any that showed her identity. She also took commissions for portraits and murals and advised on interior design. She continued in her creative work while raising her family before embarking on her training in Psychology. She gained a BSc (Hons) in Applied Psychology and Computing, MSc in Research Methods and a PhD in Cognitive Neuroscience. She is a Chartered Psychologist and Fellow of the British Psychological Society and the proud recipient of their 2017 Distinguished Contributions to Psychology Education award. Carolyn was appointed Professor of Applied Cognitive Psychology at Southampton Solent University and later, Professor of Psychology for Fashion at University of the Arts London where she created and led the world’s first Masters and Bachelors programmes to apply psychology within the broad context of fashion. She left UAL in 2017 to establish her consultancy. Her book, The Psychology of Fashion, was published by Routledge in 2018.

Selected talks and keynotes


Voices of Fashion on Mental Health taking place at The Science Gallery London, King’s College London, UK on 6th December 2018 where she will be speaking on mental health in fashion.

The British Psychological Society Division of Occupational Psychology Annual Conference 2019 taking place in Chester, UK, 9-11 January 2019 where she will be presenting findings on the relationship between creativity and risk: “Creativity: Are You Risky Enough?”

The International Convention of Psychological Science taking place in Paris, France, 7-9 March 2019 where she has been invited to contribute to the integrative science symposium “How Changing Our Bodies Changes Our Selves”.

More detailed information is available here.


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