Fashion's Biggest Paradox: A Closet full of clothes but nothing to wear

Ever stood in front of your overflowing wardrobe, hands on hips, eyes darting from one hanger to the next, only to sigh, "I've got nothing to wear"?

Consumer Psychology, consumption, Fashion Psychology, Style PsychologyJoanna Karamanis7 February 2024fashion, Consumerism, PsychologyComment

Pink Perception! The Psychology Behind Wearing Pink in a Barbiecore Era

More than just a fashion trend, pink signifies a shift in societal norms, a fondness for nostalgia, and a deep-rooted psychological connection. So, what's the scientific explanation for our infatuation? And what does our choice to wear pink say about us?

Barbiecore, Why We're Obsessed! The Psychology of Fashion Trends

'Barbiecore', a trend that seems to have cat-walked right out of our childhood dreams and into our adult wardrobes. But why are we so smitten with this vibrant trend? The answer lies at the fascinating intersection of fashion psychology and neuroscience. Buckle up, we're going for a nostalgic yet scientifically exciting ride!

Consumer Psychology, consumption, Fashion PsychologyJoanna Karamanis21 July 2023fashion, ConsumerismComment

Emily in Paris and the role of Fashion Psychology

Emily in Paris" has taken the world by storm with its depiction of a young American woman navigating the fashion industry in the city of love. While the show may be a work of fiction, it touches on some interesting aspects of fashion psychology that are worth exploring.

Consumer Psychology, consumption, Fashion PsychologyJoanna Karamanis24 December 2022fashion, ConsumerismComment

“I want what she has!” Mirror neurons and buying behaviour

So mirror neurons thus seem to be responsible for human empathy, but what do mirror neurons have to do with buying behaviour and fashion?

Consumer Psychology, consumption, Fashion PsychologyJoanna Karamanis26 September 2022fashion, ConsumerismComment

Dopamine and buying behaviour

Dopamine, a neurotransmitter made in your brain aka one of the brains pleasure chemicals playing a role as a “reward center”.

Consumer Psychology, consumption, Fashion Psychology, Editor's Picks, Editors PicksJoanna Karamanis26 September 2022fashion, ConsumerismComment

With influencers far from the front row, what's the fashion psychology behind a fizzling show?

It’s 2020 and fashion houses aren’t able to invite hundreds of guests or select influencers to grace the front row at their shows. With 55% fewer influencers at shows and 73% fewer influencer-generated posts it resulted in 16-36% lesser decreased value of earned media. But what's the psychology behind the tremendous impact influencers have at shows?