ABOUT
Welcome to Psychology, But Make It Fashion, a cheeky little fashion psychology magazine based in the UK with a global readership of over 100 countries.
I'm Lillia, the editor of PBMIF (pee·bee·miff), and I'm a Gen Z Consumer Psychology (what the heck is that, you ask) grad who believes that the application of psychology in fashion is certainly worth acknowledging. The fashion industry as we all know, to put it politely, sucks, and I'm a firm believer that applying psychological knowledge can overcome some of this suck, whether it be by tackling snobby attitudes, making fashion more inclusive, bringing back dignity and respect to the planet and to the people, eliminating the impulsive desire to buy useless and poorly made cr@p (pardon), yeah, stuff along the lines of that. What we wear goes deeper than you may think, it shapes who we are, it helps people to form impressions of us, blah, blah, blah if you catch my drift.
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Whether you're a fashion expert, psychology enthusiast, student, designer, brand owner, marketer, lost, or just simply curious about your wardrobe, you can find free resources, videos, and articles right here.
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Curiosity is the best outfit.​
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— L ​​​ :)
WHAT IS FASHION PSYCHOLOGY?
I took these definitions straight from the American Psychological Association because I love them and I can (BPS where's your dictionary at?):
Psychology is the scientific study of the mind and behaviour. Research in psychology involves observation, experimentation, testing, and analysis to explore the biological, cognitive, emotional, personal, and social processes or stimuli underlying human (and animal) behaviour. The practice of psychology involves the use of psychological knowledge for any of several purposes: to understand and treat mental, emotional, physical, and social dysfunction; to understand and enhance behaviour in various settings of human activity; and to improve machine and building design for human use.
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Fashion, on the other hand, is defined as the styles of artistic and cultural expression, garments, manners, and customs prevalent in a particular time and place. Fashion may be transient and irrational but often reflects the Zeitgeist or mood of society.
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The application of psychological understanding can lead to a human-centred future for fashion. From fostering ethical practices and enhancing wellbeing, to understanding the emotional impact of clothing, this knowledge can drive positive change and create a more thoughtful and inclusive industry (hopefully).