Professor Carolyn Mair, PhD, CPsychol, FBPsS



  • Innovative, creative and critical ideas generator
  • Powerful communicator with academics, students, professionals, practitioners and the public
  • Collaborative and inspirational leader, researcher and educator
  • Expert understanding of own and others’ decision-making and problem solving approaches
  • Exceptional understanding of individual and group behaviour in multiple contexts
  • Fluent design-thinking approach to the creation and implementation of change programmes
  • Broad sector consultancy experience across retail, technology, leisure and consumables
  • Deep and extensive knowledge of ethical implications and procedures
  • Track record of designing and conducting research projects and analyzing, interpreting and reporting research outcomes to meet needs of diverse audiences
  • Experienced project manager including staff and budgets, always achieving aims in time and to budget
  • 20 years’ academic experience and 5 years’ experience consulting to industry


  • PGCert HE (Distinction) – Southampton Solent University (2008)
  • PhD Cognitive Neuroscience – Bournemouth University (2006)
  • MSc Research Methods Psychology – Portsmouth University (1996)
  • BSc (Hons) Applied Psychology and Computing (2:1) – Bournemouth University (1995)



2019 – present: Behavioural Psychologist H&M Group

2017 Founder: Psychology for Fashion

2012-2017 London College of Fashion (LCF), University of the Arts London (UAL)

Professor of Psychology for Fashion

  • Initiator, creator and leader of the world’s first degree programmes to apply Psychology in the context of Fashion: MSc Applied Psychology in Fashion (BPS Accredited), MA Psychology for Fashion Professionals, and BSc (Hons) Psychology of Fashion
  • Proposed and led UAL’s Wellbeing Research Hub 2014-2017 integrating fashion and psychology for academic and public events
  • Co-convenor UAL’s LENS Community of Practice bringing together arts and sciences
  • Curator of LCF’s Better Lives public-facing seminar series 2013-2016
  • Created and delivered staff development training
  • Established and Chaired the LCF Psychology Ethics Review Panel now used as a model across UAL
  • Developed and delivered short-courses on Consumer Psychology
  • Managed, supervised and mentored staff
  • Mentored students across UAL and other universities overseas

2005-2012 Southampton Solent University, Faculty of Human Behaviour, Southampton, UK

  • Professor of Applied Psychology

2003-2005 Brunel University, Department of Computer Science and Maths, London, UK

  • Postdoctoral researcher

1998-2003 Bournemouth University, Department of Design, Engineering and Computing, Bournemouth UK

  • Postdoctoral researcher
  • Part-time Lecturer Psychology
  • Part-time Research Fellow


  • Author of The Psychology of Fashion (Routledge 2018)
  • Led and collaborated on several multidisciplinary and international funded research projects
  • Established several collaborations outside the institution
  • Published 70+ papers in peer-reviewed publications
  • Invited keynote speaker at local, national and international business and academic events
  • Presented at international, interdisciplinary conferences, symposia and workshops
  • Initiated and led the Well-being Research Hub (UAL) and Cognition Research Hub (SSU)
  • Current research interest is focused on ethical and social issues within business with the aim of improving knowledge and enhancing well-being.



British Psychological Society

  • Chartered Fellow
  • Vice-Chair London & Home Counties branch 2017-18 (Chair 2016-17)
  • Elected member Education and Public Engagement Board
  • Elected member Standing Conference Committee
  • Member Cognitive Psychology Section

CONSULTANCY (includes)

  • H&M Group
  • IKEA
  • TK Maxx, UK
  • P&G, UK
  • Unilever, UK
  • Mash, UK
  • Edelman, UK
  • Redscout, USA
  • Vario.s fashion brands

MEDIA (selected)

  • Guardian, The Times, Independent, Mail, Irish Times, Irish Mirror
  • NBC Universal, BBC, ITV, Sky 1, Sky News, TRT, London Live, various local and national radio stations
  • Vogue, Elle (UK, Malaysia, Middle East, Spain), Grazia, Stylist, Psychologies, Red,, and several additional online and traditional media.