Psychology is more than that hour you spend on a couch in an old bearded guy's office. It is the study of all things human. It encompasses everything from sex to politics and yes, fashion falls somewhere in the the mix. If you know anything about me, fashion is just about one of my favorite things. Like why go anywhere if you can't look as fabulous as possible? A love of fashion is not just vapid and ephemeral but necessary for everyday functioning. Fashion is more than clothes, it's perception.
Obviously, our physical appearance, including our clothing, impacts the way others view us. A number of studies have found that people wearing designer clothing are seen as more intelligent, wealthy, and attractive. Well, clothes might also impact the way we perceive ourselves. Some super stylish researchers, Hajo Adam and Adam Galinsky, coined my new favorite term “enclothed cognition." Basically, it refers to the impact clothing has on our psyche (Northwestern 2012). These two fashion plates asked participants to take a test intended to measure attention. The participants were also asked to take the test while wearing white coats, one group were told they were wearing coats like doctors and the other were told they were wearing coats like painters. The participants wearing the "doctor's" coats scored higher on tests of attention than those in the "painter's" coat. Obviously, the coat didn't actually help them focus but based on the attribution they placed on the coat they were able to improve their ability to focus. It’s less about what we are wearing but the value we place on what we are wearing. This is the exact reason we gravitate toward Prada and away from Jordache. There isn’t anything really inherently different just our value proposition, which impacts our perception, and eventually our performance.
This study focused on lab coats and attention. But if I know a thing or two about generalization I bet fashion decisions can transform your next job interview or first date. So, in my little evil genius brain this translates into how do we use this information to get what we want from life?
Get The Life You Want
It may seem a little overly simplistic to assume that improving your fashion will improve your life. But if you internalized the study above in the same way I did, you'll realize that associations make the world go round. Your brain even works by making constant associations to help you solve problems, identify random objects, and perform about a billion other tasks. Altering your appearance through fashion is really just another way we use this biological fact to improve your life. So, it's time to tap into your inner dandy and transform your closet into a trove of art work intended to create the image of yourself you've always wanted. Let's start by visualizing your future. Sit quietly and th