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, Southampton, UK

  • Professor of Applied Psychology

2003-2005 Brunel University, London, UK        

  • Postdoctoral researcher 

1998-2003 Bournemouth University, 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 which have been cited by 800+ people
  • 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 the fashion industries to improve wellbeing for its workers and consumers. 


  • Standing committee member for national and international conferences including British Psychological Society Annual Conference, UK Creativity Researchers’ Psychology of Creativity Conference, Fashion and Psychoanalysis, BPS LHC Symposium on Identity, Aesthetics, Fashion, and Psychology Conference.


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)

  • IKEA
  • TK Maxx, UK
  • P&G, UK
  • Unilever, UK
  • Mash, UK
  • Edelman, UK
  • Redscout, USA
  • Varios 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, whowhatwear,com, and several additional online and traditional media