Psychology.fashion

08/07/2026

One of the things I enjoy most about my work is exploring the psychology behind diverse topics.

A recent question from for Travel made me reflect on how our experiences shape what we buy, especially when we travel.

One product we're buying more often overseas rather than simply taking it with them, is sunscreen.

Of course, it may be that they've forgotten it, but in my opinion, this trend reflects a broader shift in consumer psychology, where SPF has evolved from a practical holiday essential into a product that also carries emotional and symbolic value.

Buying sunscreen abroad combines the much needed sun protection with novelty, exclusivity and emotion.

A sunscreen purchased in countries with strong beauty or skincare reputations, such as Japan, Korea, France or Australia, often feels more authentic and desirable because of its perceived expertise, rarity and cultural associations.

In this sense, it becomes more than skincare; it becomes a souvenir that reconnects us to the sights, senses, emotions and memories of our travels. It reminds us that many of our purchasing decisions are driven by more than function and even finance, and more by identity, emotion, memory and the stories we attach to the products we choose.

Is this something you've done or thought about doing when travelling?

Thanks for the opportunity Eva. Eva's article is available at the link in comments.

06/07/2026

It was a real pleasure to comment for J͎u͎l͎i͎a͎ ͎S͎t͎o͎r͎m͎ ⚡️ for ELLE UK about the psychology underpinning pink football boots!

For decades, football boots have been black, practical and designed to blend in. Today, footballers are global brands, where performance, identity and visibility all matter. Against a green pitch, and tbh, anywhere, it's almost impossible to ignore hot pink because it captures attention through novelty and contrast.

Once associated with femininity and playfulness, hot pink has evolved into a symbol of confidence, individuality and self-expression. When elite footballers wear it, they challenge outdated ideas about masculinity while projecting self-assurance and cultural confidence.

Like many other disciplines, football is increasingly intertwined with celebrity status and consequently, fashion. Both football and fashion are about identity, visibility and influence. As athletes become style icons, what they wear carries meaning far beyond performance.

It's no coincidence that hot pink is also one of this summer's defining fashion colours. Bright, uplifting shades tap into our desire for optimism, joy and emotional escape, what has been called "dopamine dressing".

Whether on the pitch or the catwalk, hot pink signals confidence, individuality and a desire to stand out. Its high visual salience captures attention instantly, while its modern cultural associations evoke optimism, energy and self-expression rather than traditional gender stereotypes.

Wishing the Three Lions all the very best in the quarter-finals. Come on, England!

14/06/2026

Saddened to hear of the death of David Hockney at the age of 88.

One of Britain's greatest artists, Hockney transformed the way we see art, perception and everyday life. His work combined extraordinary creativity with an enduring curiosity about people and the world around him. Constantly evolving throughout a career spanning more than seven decades, he remained innovative, influential and unmistakably original.

As a psychologist, I have long been fascinated by the way Hockney explored identity, self-expression, relationships and perception. So, in 2016, I was honoured to be invited to give a talk at the Royal Academy titled Hockney and Clothing: Identity and Collective Consciousness. Through his portraits, depictions of people, and even his own distinctive style, Hockney revealed profound insights into human behaviour and the ways we see ourselves and others.

A remarkable artist, an original thinker, and a life exceptionally well lived. He will be greatly missed.

06/05/2026

What a fantastic few days!! After climbing the active Volcán Pacaya in Guatemala on Tuesday, I returned covered in volcanic dust, surrounded by dramatic black lava fields and incredible views across the landscape.

Pacaya is one of Central America’s most active volcanoes, constantly reshaped by eruptions and geothermal activity, a powerful reminder of both nature’s beauty and unpredictability.

On Wednesday, I presented my 5th talk in the series, The Psychology of First Impressions, on the beautiful , and today I delivered my 6th talk, The Psychology of Fashion.

It’s such a privilege to share cognitive psychology with such curious and engaged audiences, and wonderful to see attendance growing day by day. The thoughtful conversations and heart-warming feedback have made this voyage incredibly special.

06/05/2026

Yesterday, following the fabulous , I was delighted to join the podcast to discuss the psychology of fashion and the powerful ways fashion functions as art, identity, communication and cultural expression.

We explored why clothing is never “just clothes”, and why fashion is not frivolous.

We discussed how we interpret meaning through fashion, and why events like the Met Gala are such fascinating examples of psychology in action.

The podcast is already live ( link in comments). Please let me know your thoughts.

03/05/2026

Today, my 4th talk on the beautiful focused on a selection of classic psychology studies that inform what makes us human. It's beyond a pleasure to give the talks to this audience.

Yesterday we were in Costa Rica where we went on the Tarcoles River and saw a LOT of crocodiles, beautiful birds including the incredibly camouflaged tiger heron, and turkey headed vultures! We saw capuchin monkeys in the trees and coatis roaming in the undergrowth. We crossed three swinging suspension bridges, and visited a butterfly farm.

After that it was definitely time for a well-earned cocktail! ¡Salud!

01/05/2026

Today I had the privilege of delivering my third enrichment lecture on the beautiful with

This session explored how and why the brain takes shortcuts, and what happens when those shortcuts lead to biased thinking and suboptimal decisions.

It’s always a pleasure to share these insights with such a curious, thoughtful, and highly engaged audience.

Yesterday, we transited the , travelling from the Atlantic to the Pacific Ocean. Watching the ship rise 83 feet (27 metres) through the lock system was an extraordinary reminder of the ingenuity of the human brain. A genuinely humbling experience.

29/04/2026

The first port of call on this wonderful NCLJoy cruise was beautiful Cartagena. The stunning old town is compact, full of colour, character and history. In contrast, the city skyline tells a completely different story. It's sleek, modern and stretches for miles.

¡Salud!

27/04/2026

So good to be back on board with , this time on the beautiful . Day 3 and already two talks delivered: Seeing Isn’t Believing on optical illusions, and The Mind’s Gatekeeper on the psychology of attention.

It’s a real privilege to share the fascinating science of cognitive psychology with a whole new audience: curious, engaged, and ready to see the world differently.

The NCLJoy has so much going on, it can be really hard to choose what to do and where to go, but I was determined not to miss the fantastic ice sculpture which took place live today on the deck.

Feeling truly blessed 😊

25/04/2026