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Understand the psychology behind the clothes you wear


By Muskan Arora

Do you sometimes wonder why you are able to wear a certain outfit with momentum and are confused by another? What does this inner voice tell you to wear a particular garment? Turns out, it’s your brain that guides you to a fashionable choice. Every day, the clothes you wear and their color reflect your features and moods.

To understand and explore the relationship between your clothes and your personality, indianexpress.com contacted industry experts and asked them to explain the concept of “fashion psychology”.

“Fashion psychology studies all the challenges of fashion through the prism of psychology to better understand human emotions,” says Priyanka Gangwal, 28, design researcher at Disignit. “I was working with a fashion brand in India that made products at a low price and sold them at a much higher price; the novelty of each product would fade just as quickly, ”she shares.

fashion psychology, sustainability, fashion psychology in India. Priyanka Gangwal explains how fashion blogging and fashion psychology are different.

“The trend of consumerism was at its peak in the fashion industry, and I didn’t like adding more to it. Therefore, with the curiosity to understand the needs of both consumers and manufacturers, and in the hope of being a sustainable designer, I went to study “psychology of fashion” in London. This beautiful mix of fashion and psychology brings new perspectives and definitions of the impact of psychology on fashion and vice versa. We study how fashion choices tell each day who we are in the world and how this influences human behavior. For example, its influence on our perception of colors, beauty, culture – which also play an important role in the development of purchasing behavior, ”Gangwal explains.

She shines a light on how fashion blogs are often confused with fashion psychology, as the former is about making clothes in a different and elegant way, while the latter goes beyond, talking about the thought process of the consumer and producer while keeping in mind the attributes that define each.

Her course included “cognitive psychology and different methods of fashion research”, which helped her understand “the practicality of better implementing this psychology”. “In my thesis, I studied how I could improve the emotional durability of a handbag, to encourage people to keep the product for a long time. I’ve researched in multiple ways – like the material you use, marketed as a heirloom product – the visual pleasure is used to keep the person attached to the purse for longer. “

Fashion psychology is an upcoming and revolutionary concept in India that talks about “managing the functioning of the fashion industry, understanding consumer behavior and finding ways to make fashion more sustainable, anticipating trends” , says Harsheen Arora, 34. psychologist and owner of a luxury brand. “For example, when someone feels happy, they like to dress and when they don’t feel good about themselves, they prefer to dress in comfortable clothes. Fashion and psychology are closely linked, ”she says.

Indian Express fashion, fashion psychology, Priyanka Gangwal, fashion psychology India, sustainability, fashion blogs, India When the fashion industry predicts trends, it relies on understanding consumer behavior, says Harsheen Arora.

India has a colorful culture, and Arora says that colors run deep, in that they are important in understanding the psychology of fashion. “Colors have the power to influence our moods and vice versa. For example, red is associated with the feeling of power, because it is a bold color. Black can be used to accentuate or hide. Our mind associates colors with different things; for example, white is used to symbolize peace, so wearing white or pastel shades can help to feel calmer. “

Diving deeper into the relationship between fashion psychology and sustainability, Namrata Lodha (52), the founder of Myaraa – which produces hats made from grass and fabric, and aims to produce sustainable products – says that the term “sustainable fashion” has been “buzzworthy”. “And when you love the world you live in, of course you want to do whatever you can to avoid an even bigger carbon footprint.” While it’s easy to want to start buying parts that are considered environmentally friendly, often that small – or sometimes large – number on the price tag can keep you from making that purchase, instead of opting for more affordable fast fashion pieces. This is how the psychology of fashion and sustainability in fashion are linked.

The entrepreneur has worked to make his product “free of any carbon footprint” and adds that “the natural straw hat gives us the opportunity to reset and go back to our roots.” “Our hat collection is inspired by the positive impact of the natural and ecological material used in the manufacture of personalized hats. When it comes to sustainable products, quality is key. Unlike fast fashion, products have to be designed to last after wear, wash after wash, season after season. For this reason, however, durable clothing is often more expensive to create, and therefore more expensive to buy, than its fast-fashioned counterparts, which may turn some people off. Our hats may seem classic, but these 100% vegan and natural herbal products. The classic silhouette makes them incredibly versatile. “

Indian Express fashion, fashion psychology, Priyanka Gangwal, fashion psychology India, sustainability, fashion blogs, India Namrata Lodha says the term “sustainable fashion” has been “buzzworthy”.

“With the fashion industry being the second biggest polluter in the world – after agriculture – it is imperative for brands in India to start taking action to reduce their carbon footprint. In my opinion, sustainable fashion is about more than the manufacture of materials and clothing. Sustainable fashion equates to a sustainable wardrobe – full of memories and pieces that I have bought over the years, which I reuse over and over again. If I have to buy something new, I always ask myself, “Am I still going to wear it at 60?” If the answer is yes, I buy it, ”says Lodha.

(The writer is an intern at Indian Express)

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