The science behind everyday clothing choices
The clothes in your wardrobe serve six distinct functions, according to a new academic study.
Researchers from Glasgow Caledonian University, the London College of Fashion, Harvard University and California State University, Fullerton, have examined the science behind our everyday clothing choices.
The academics surveyed more than 800 people in the UK and US to determine how age, gender, personality, culture and beliefs shape our fashion decisions.
They found clothes generally serve six functions:
- Concealment: “To camouflage or hide my body and make myself less noticeable from other people.”
- Attraction: “To look beautiful. To emphasise my body and attract other people.”
- Individuality and Self-Expression: “To stand out among others. To signify my personality and boost my self-esteem."
- Social Signalling: “To signal my social status and help me look prosperous. To generally impress other people."
- Protection and Functionality: “For physical protection and warmth. To support physical activities."
- Political Expression: “To represent my political standpoints and ideologies, an act of protest or rebellion."
The study, co-authored by Dr Emmanuel Sirimal Silva, of Glasgow Caledonian University, and published in the latest edition of the American Psychological Association journal, Psychology of Aesthetics, Creativity, and the Arts, is one of the first systematic studies to explore the psychological factors underlying clothing choices while also examining cultural differences.
Dr Silva co-authored the paper with Dr Young-Jin Hur, London College of Fashion, Professor Nancy Segal, California State University, Fullerton, and Professor Nancy Etcoff, Harvard University.
As well as outlining the distinct functions, the paper also provides an evidence-based commentary on the relationship between liking and wanting and the language people use to describe their clothing.
Dr Silva, Associate Dean Research at Glasgow School for Business and Society, said: “While there is no black-and-white, straightforward answer to why we wear something, our research shows that personal, social, and psychological forces are simultaneously at play.
“Consciously or unconsciously, everyone makes decisions about what to wear, whether they are around others or spending time alone.
“In turn, these decisions reflect who we are.”
The authors added: “Our findings show that clothing choices were strongly influenced by gender, age, culture, general fashion interests, and, to some extent, views on the functions of clothing.”