Updated: Dec 24, 2020
Fashion psychologist Professor Carolyn Mair, says that when we need a boost, particularly at this time of year when there’s less sunlight and, ‘ We can experience a drop in the levels of the neurotransmitter serotonin and the hormone melatonin, both of which affect mood,’ colourful clothing can make a difference. ‘Perceiving colour is complex,’ she continues, ‘The power of colour lies not in the colour itself but in how strongly we believe in socio-cultural associations. In every society and culture, colour becomes associated with emotions and characteristics; these become beliefs and beliefs become behaviours. There is some validity to the notion that colour can lift the mood but only if the wearer believes in the symbolic meaning of colour.’ Apparently, pink represents love and serenity – and in the midst of a tumultuous year, we definitely need to spread the love.. Don't you think ?
Fashion not only enhances your appearance, but also helps you feel good. Clothes improve your appearance which in turn makes you feel better and keeps you in a good mood. Another reason is that people are emotionally attached to their clothes.
Scientists term this effect of fashion on our mood as “enclothed cognition”.
Adam Hajo and Adam D. Galinsky, both professors at the Kellogg School of Management at Northwestern University, have written in the Journal of Experimental Social Psychology, that enclothed cognition “involves the co-occurrence of two independent factors — the symbolic meaning of the clothes and the physical experience of wearing them.”
Likewise, Karen J. Pine, professor at University of Hertfordshire (UK), has opined in her book titled Mind What You Wear: The Psychology of Fashion that when we wear a piece of clothing “we cannot help but adopt some of the characteristics associated with it, even if we are unaware of it.”