By Nina Weiß

Fashion is more than just a reflection of personal taste or seasonal trends. It plays an important role in shaping how we see ourselves and how we are seen by others. Clothing choices can send strong signals about status, intention, and identity, whether consciously or unconsciously. Recent psychological research has started to uncover the ways in which what we wear influences our cognition, behaviour, and interactions with the world around us. The concept of “enclothed cognition”, introduced by Adam & Galinsky (2012), offers a necessary framework for understanding how fashion goes far beyond aesthetics and becomes a tool for shaping self-perception and social perception.  

Fashion as a Psychological Tool

Adam & Galinsky (2012) describe enclothed cognition as the way clothing influences our thoughts and behaviours, based on symbolic meaning and the physical experience of wearing it. In their study, participants wore the same lab coat, but one group was told it was a doctor’s coat, and the other was told it was a painter’s coat. Interestingly, those who believed they wore the doctor’s coat performed better on attention-related tasks. This shows that clothes aren’t just things we put on. They can affect how we think and behave, based on what we associate with them.

This concept isn’t just relevant in controlled experiments. It shows up in our everyday lives too. For example, when we wear formal business attire, it can make us feel more powerful and focused. Formal clothing can boost abstract thinking. The clothes we wear do more than just help us fit into a social setting, they can also mentally prepare us for certain roles or tasks (Slepian et al., 2015).

Identity, Embodiment, and the Double-Edged Impact of Fashion

Fashion also plays a big role in shaping our identity and how we experience our own bodies. Clothing is more than just a social marker; it’s a way we “do” identity. Entwistle (2000) sees dress as a form of “situated bodily practice,” meaning it’s something that links our internal sense of self to the way we interact with the world around us. So, it’s not just about how others see us, but how we experience ourselves through the clothes we choose to wear (Entwistle, 2000).

However, the impact of fashion isn’t always positive. Fashion allows self-expression, but this freedom is not unlimited. What is considered “appropriate” or “stylish” is often regulated by social norms and expectations. This creates a constant tension between individuality and conformity. For example, dress codes and uniforms can discipline and dictate how people should present themselves in various social settings, such as workplaces or schools. This shows how fashion operates as a mechanism of social control, reinforcing what is considered “normal” or “professional” (Barnard, 2002).

There’s a lot of pressure, especially with social media, to conform to certain trends or standards. This can lead to feelings of insecurity or social exclusion, particularly among younger generations. Additionally, our clothing choices can influence how others perceive us. For example, research by Howlett et al. (2013) found out that people who dress in a more formal or “stylish” way are often seen as more competent, trustworthy, and intelligent, while those dressed casually may not be taken as seriously. These kinds of judgments are often made subconsciously and can have real-world effects, like affecting hiring decisions, promotions, or even leadership roles.

Conclusion

The research into enclothed cognition and fashion psychology shows that fashion is way more than just a superficial part of our lives. It’s deeply connected to how we think, feel, and interact with others. What we wear can affect our cognitive abilities, our sense of identity, and how we’re perceived in social situations.

Lastly, fashion isn’t just about looking good; it has psychological and social power. Clothes can shape our mental state and influence our behaviour. Fashion also plays a major role in how we’re judged by others, often in ways we don’t even realize. Whether it’s for confidence, competence, or social acceptance, what we wear has a far-reaching impact that goes beyond just aesthetics.

If clothing can empower us mentally, could changing how we dress change how we live?

References

Adam, H., & Galinsky, A. D. (2012). Enclothed cognition. Journal of Experimental Social Psychology, 48(4), 918–925. https://doi.org/10.1016/j.jesp.2012.02.008

Barnard, M. (2002). Fashion as communication. Routledge.

Entwistle, J. (2000). The fashioned body: Fashion, dress and modern social theory. Polity Press.

Howlett, N., Pine, K., Cahill, N., Orakçıoğlu, İ., & Fletcher, B. (2013). Unbuttoned: The interaction between provocativeness of clothing and perceiver sex in judgments of women’s leadership potential. Sex Roles, 68(5–6), 349–362. https://doi.org/10.1007/s11199-012-0231-6

Slepian, M. L., Ferber, S. N., Gold, J. M., & Rutchick, A. M. (2015). The cognitive consequences of formal clothing. Social Psychological and Personality Science, 6(6), 661–668. https://doi.org/10.1177/1948550615579462