ABOUT
Welcome to Psychology, But Make It Fashion (PBMIF), your online guide to the psychology of fashion and then some, curated by a MSc Consumer Psychology graduate.
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With a global readership spanning over 110 countries, PBMIF bridges the gap between fashion and psychology, believing that understanding (wait for it...) why we wear what we wear, is as crucial as what we wear.
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Whether you're a fashion expert, a psychology enthusiast, student, designer, brand owner, marketer, maybe somewhat 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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WHAT IS FASHION PSYCHOLOGY?
According to the American Psychological Association (APA), 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.
It can be suggested that fashion psychology is the scientific study of the mind and behaviour in relation to all things fashion, e.g., fashion marketing and advertising, brand identity, consumer behaviour, styling, product design, retail, store design, management, fashion forecasting and trends analysis, public relations, sustainability and ethics, technology, fashion throughout history, customer service, pop culture and fashion trends, environmental degradation, labour practices, visual merchandising, and body image.
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Psychological knowledge can provide valuable insights into the fashion industry. These insights can foster more ethical businesses, improve employee satisfaction and wellbeing, explore the psychological impact of clothing, and increase accessibility.
MISSION AND VALUES
Make research in psychology, marketing, and similar disciplines accessible to a diverse audience, in a non-biased way.
Promote diversity and inclusion by exploring various experiences and perspectives across all aspects of fashion.
Commit to exploring the ethical implications of fashion, promoting responsible practices and conscious consumption.​
Deliver a range of content including: articles based on real research in psychology, marketing, and other similar disciplines; interviews and accounts from individuals; essays and opinion pieces; and free downloadable resources.
Given the lack of research in fashion psychology, to inform readers about psychological research methods, particularly important when interpreting limited available studies, as all research has inherent limitations and is never 100% valid.​​​​​​
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