Dawnn Karen, a fashion psychologist, pioneer of her own field, and youngest professor to educate at Fashion Institute of Technology in New York.
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-the study of how color, fashion, and shape effects human behavior, while adjusting for cultural norms and cultural sensitives.
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– Dawnn Karen
“I add the cultural component because as I traveled the world, I realized how the western world has a very ‘one track mind,’ is individualistic, and how we apply our western ideas to the rest of the world. The cultural component is necessary, so we do not leave anyone out and are mindful of the norms of other cultures. For example, we must be mindful of a religion where individuals cover themselves but are fashionable underneath. We have to ask, ‘What does that mean?’ ”
CONTEXT
Dawnn Karen (Fashion Psychologist)
How to Apply Fashion Psychology
Karen explains that although not a new concept, fashion psychology is not what it is if it doesn’t consider all cultures. Similar ideas are shared among image consultants, the psychology of dress, the psychology of image, and the psychology of style.
Your choice of clothing is a strong communication tool that sends a message to both the world and your psyche. It reflects on our emotions, behavior, and sense of self. With this type of impact, you have to ask yourself,
“What is the ideal impression that I would like to make?”
you are what you wear .
While William James wrote on the philosophy of dress, it was inspired by the psychologist Rudolph Lotze who expressed his view in his 1885 essay “Microcosmus: An Essay Concerning Man and His Relation to the World.” (pdf)
It conveyed the idea that everything man puts on his body, every element, becomes a part of him; almost as if the “look” created by the attire melds into the essence of the person. ” (careersinpsychology.org)
Okay so now I know what I put on my body affects me psychologically…now what?
Let’s go back to that first question:: “What is the ideal impression that I would like to make?”
I can help you answer this question, by answering this question myself.
As I started this journey I have picked up my life and moved twice in two years. Translation: my closet is in shambles.
The ideal impression that I would like to make is one that makes you feel connected to me just by you perceiving me. I would like the impression to make you feel inspired to think and live outside the box you are in now.
The next question is “How are you going to achieve this impression?”
Before you say you don’t know, that’s exactly what I’m here for!
How to apply Fashion Psychology
DRESS WITH INTENTION
in·ten·tion
[inˈten(t)SH(ə)n
a thing intended; an aim or plan.
Knowing that fashion effects your mood, behaviors and perception, it’s crazy to think that you wouldn’t want to be intentional when dressing yourself for your day-to-day.
An obvious example of dressing with intention is knowing the weather so you can be well equipped to tackle the day.
A more meaningful way is the be emotionally aware, and use this to better understand how you want to feel once your look is complete.
Questions to ask yourself to become aware of your morning emotions::
“What type of mood am I in right now?”
“What color would make me feel good today?”
“What fabric would fit my mood right now?”
Once you understand where you stand for the day, now it’s time to explore your options and find what makes you feel the most you.
It’s mandatory for you to dance in said outfit to truly connect with your garments.
I don’t make the rules.
COLOR THEORY
Color theory is one of the most important ideas to understand in life and in fashion.
Color theory is used by brands across the world in a tactic called emotional targeting. It’s used to evoke a certain emotion from their target audience and encourages them to connect this emotion with their brand. This emotion then drives the consumer to act in the brands’ favor. These companies range from fast food to fast fashion.
I’m sure the majority knows that colors impact mood, but do you know how to utilize this knowledge to your personal benefit?
All you need is some colorful garments and a mirror to stunt in front of.
Each color corresponds to an array of emotions according to this image.
Use this information to intentionally and accurately fill your closet with the colors that leave the impression you want to make.
An important note to keep in mind is the cultural aspect of this concept. The meaning of these colors are not universal and is centered around the western perspective.
The color red that means passion and excitement in the western world, means sacrifice and mourning in countries like South Africa.
KNOW YOUR BODY TYPE
To get a more general sense of your shape, the popular Fruit Body System explains the different ratios among the bust, waist, and hips and places them into four main categories; the Apple shape, Pear shape, hourglass shape, and the rectangle shape. (fashionactivation.com)
Compared to the Kibbe Body Type System that explains style archetypes rooting from the ancient Chinese yin and yang; this system breaks it down into (13) categories. A Yang dominant body type is sharper, more angular looking, and the Yin dominant body type is softer, more round looking.
Going above and beyond, getting your clothes tailored elevates your look in the most subtle and effective way. Whether you are shopping fast fashion or luxury, knowing your body type is imperative to obtaining an overall clean and intentional look.
EXPRESS YOUR CULTURE
According to Dawnn Karen, one of the main aspects of fashion psychology is your culture. Connecting to your own culture is just as important as knowing how you feel for the day.
At one point fashion was determined by your cultural background. It reflected your status, religion, and resources. It tells a story that is tethered to your identity and in some cases your core values.
Dive deep into your culture’s fashion history and the politics that influenced its change over time.
Then think of elements that you connect to the most and incorporate it into your style.