Professor Carolyn Mair PhD

Behavioural Psychologist

Dr Mair Fashion Psychologist


Professor Carolyn Mair PhD CPsychol FBPsS is founder of Carolyn Mair Consulting Limited and this website, 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.

Career history

Carolyn began designing and making clothes as a young teenager when she was unable find any could truly show her identity. She began making clothes for friends and also took commissions for portraits and murals, and advised on interior design. On leaving school she trained as a visual merchandiser and graphic designer and continued in her creative work while raising her family.

Always intrigued by what makes people tick, and always seeking new challenges, she took the opportunity to attend University for the first time in 1992.

Carolyn established her consultancy Carolyn Mair Consultancy Limited in 2017. She has worked with global and local fashion businesses on a range of projects in which understanding and predicting behaviour is of utmost value.


Academic and professional achievements

Carolyn is a Chartered Psychologist and Fellow of the British Psychological Society. She is the proud recipient of their 2017 Distinguished Contributions to Psychology Education award.

Carolyn has worked in Psychology and Computer Science departments and was promoted to full Professor of Applied Cognitive Psychology at Southampton Solent University and later, full Professor of Psychology for Fashion at London College of Fashion, University of the Arts London (UAL) where she developed the Psychology Department and created the world’s first Masters and Bachelors programmes to apply psychology within the broad context of fashion.


Carolyn’s academic qualifications include:

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