Social Psychology of Fashion
Dress, Culture & Theory
Social psychology is a study that uses scientific and logical ways to explain value, behaviour
of others influenced by social factors – understanding how each individual’s behaviour is
affected by the social environment in which the behaviour takes place.
Social psychology of fashion: How consumers respond to price strategies, promotions,
products etc.
Terminology:
1. Clothing: Any tangible or material object connected to the body – includes accessories.
2. Apparel: Body coverings – actual garment constructed from fabric (by clothing & textile
industry) – to protect the body from the environment/dangerous things.
3. Appearance: The total composite image created clothing & the human body – any
modifications to the body that are visually perceived. 2 processes of appearance:
a. Appearance management (“Do I fit into this situation?”): All attention, decisions,
and acts related to one’s personal appearance – purchase & wear of clothing items
+ body modification.
i. E.g. Makeup, communication skills, facial expressions
ii. Successful and effective image making/styling: Maximises strong points
and minimalizes weak points.
iii. People manage their appearance everyday to maintain their confidence and
potential ability to interact with others in their social environment.
b. Appearance perception (“Do they fit into this situation?”): The opposite of
appearance management – the process of observing, making evaluations, and
drawing inferences based on how people look in everyday life.
4. Dress: Acts and forms of appearance management – any intentional modification of
appearance.
a. Body Modifications: Any temporary or permanent changing or redesigning of the
body – e.g. modification of the body colour, body texture & body shape.
b. Body Enclosures: The covering of the body (or some part of the body) – items may
be wrapped around the body, suspended from a part of the body, and reshaped to fit
a part of the body.
c. Attachments to the body or to body enclosures: The covering of small areas of
the body or the body enclosures – insertions, clips, adherends, items hung from the
shoulder or hand-held.
5. Fashion: A style accepted by many members of a society at a given time.
a. A form of collective behaviour that is socially approved at a given time.
b. A succession of short-term trends.
c. Symbolic meaning of dress = fashion.
d. Fashion is changeable – has certain life cycles.
6. Costume: A style of clothing belonging to a particular cultural or historical context – e.g.
ethnic or historical clothing (hanbok, sari, qipao), clothing designed for performances or
rituals.
1
,Motives for Wearing Dress (Early Theories):
1. Instinct Theories
a. Modesty Theory
b. Immodesty Theory
c. Protection Theory
d. Adornment Theory
2. Theories of Human Needs
3. Psychoanalytical Theories
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A. Modesty Theory (Instinct Theory)
Framework
Clothing to cover or conceal the “private” parts of the human body
Instinctive shame of their bodies
Morality through “modesty (i.e. the concealment of the human body)”
Limitation
Little evidence to support the idea
Modesty is NOT universal
Shame of the body: Socially Learned Behaviour (e.g. from social situations, school,
parents etc.)
Different standards of modesty in terms of cultural context
Cultural Variation in Modesty
Standard of modesty varies from one culture to another
E.g. Eastern vs. Western culture Islamic women wear their traditional dress, chador
and hijab for covering their faces.
However, people in Eastern culture can experience the culture of Western countries due
to the advent of globalisation,
Historical Variation in Modesty
The meaning of modesty changes over time
Historical inconsistencies in standards of modesty even within a given culture
E.g. Long-haired men, the exposure of women’s ankles, miniskirt
Situational Variation in Modesty
Situational variations within a given culture and time frame
The degree of “looseness” in a given situation
E.g. A bikini on the beach vs. in the office
E.g. To dress more modestly for religious activities than for other social activities
Wear dress according to Time, Place and Occasion
2
, Religious Variation in Modesty
Religions have the moral codes covering issues of sexuality, morality, ethics etc.
Strong influences on people’s attitudes of modesty in dress, behaviour etc.
E.g. Islamic modesty
o Hijab (a veil that covers the head and chest)
o Niqab (a veil that covers the whole face except the eyes)
o Burka (a full-body covering garment that occasionally cover the eyes)
E.g. Jewish modesty
o Skirts covering their knees
o Blouses covering the collarbone
o Sleeves and elbows
o No tight-fitting, provocative, loud in colour
o Married women covering their hair in public
o Men wearing long-sleeves and shorts; covering the crown of their head with
kippah or hat
E.g. Christian modesty
o The wearing of a head covering
o Women covering upper arms and shoulders; skirts covering the knees
o Short pants and skirts and tight clothing are not recommended.
B. Immodesty Theory (Instinct Theory)
Immodesty, sexual attraction
Focusing on sexual attraction
Individuals may first wear clothing to attract attention to the sexual organs
E.g. A tight sweater, jeans covering the body
Familiarity (indifference) vs. Concealment (Interest)
Limitation: This theory indicates that people cover a particular part of the body to attract
the opposite sex. Covering a specific part of the body makes people imagine a covered
part and stimulate sexually. – Did primitive men cover a body part for sexual temptation?
C. Protection Theory (Instinct Theory)
Framework
Clothing was first used to protect us from external environments
Physical protection from the cold, insects, animals or even supernatural creatures
Psychological protection from the superstitions, fear, and luck
Limitations:
o Some Indians did not wear clothing in spite of the cold weather
o Natives in central region of Australia did not wear clothing despite severe
temperature difference.
3
Dress, Culture & Theory
Social psychology is a study that uses scientific and logical ways to explain value, behaviour
of others influenced by social factors – understanding how each individual’s behaviour is
affected by the social environment in which the behaviour takes place.
Social psychology of fashion: How consumers respond to price strategies, promotions,
products etc.
Terminology:
1. Clothing: Any tangible or material object connected to the body – includes accessories.
2. Apparel: Body coverings – actual garment constructed from fabric (by clothing & textile
industry) – to protect the body from the environment/dangerous things.
3. Appearance: The total composite image created clothing & the human body – any
modifications to the body that are visually perceived. 2 processes of appearance:
a. Appearance management (“Do I fit into this situation?”): All attention, decisions,
and acts related to one’s personal appearance – purchase & wear of clothing items
+ body modification.
i. E.g. Makeup, communication skills, facial expressions
ii. Successful and effective image making/styling: Maximises strong points
and minimalizes weak points.
iii. People manage their appearance everyday to maintain their confidence and
potential ability to interact with others in their social environment.
b. Appearance perception (“Do they fit into this situation?”): The opposite of
appearance management – the process of observing, making evaluations, and
drawing inferences based on how people look in everyday life.
4. Dress: Acts and forms of appearance management – any intentional modification of
appearance.
a. Body Modifications: Any temporary or permanent changing or redesigning of the
body – e.g. modification of the body colour, body texture & body shape.
b. Body Enclosures: The covering of the body (or some part of the body) – items may
be wrapped around the body, suspended from a part of the body, and reshaped to fit
a part of the body.
c. Attachments to the body or to body enclosures: The covering of small areas of
the body or the body enclosures – insertions, clips, adherends, items hung from the
shoulder or hand-held.
5. Fashion: A style accepted by many members of a society at a given time.
a. A form of collective behaviour that is socially approved at a given time.
b. A succession of short-term trends.
c. Symbolic meaning of dress = fashion.
d. Fashion is changeable – has certain life cycles.
6. Costume: A style of clothing belonging to a particular cultural or historical context – e.g.
ethnic or historical clothing (hanbok, sari, qipao), clothing designed for performances or
rituals.
1
,Motives for Wearing Dress (Early Theories):
1. Instinct Theories
a. Modesty Theory
b. Immodesty Theory
c. Protection Theory
d. Adornment Theory
2. Theories of Human Needs
3. Psychoanalytical Theories
-------------
A. Modesty Theory (Instinct Theory)
Framework
Clothing to cover or conceal the “private” parts of the human body
Instinctive shame of their bodies
Morality through “modesty (i.e. the concealment of the human body)”
Limitation
Little evidence to support the idea
Modesty is NOT universal
Shame of the body: Socially Learned Behaviour (e.g. from social situations, school,
parents etc.)
Different standards of modesty in terms of cultural context
Cultural Variation in Modesty
Standard of modesty varies from one culture to another
E.g. Eastern vs. Western culture Islamic women wear their traditional dress, chador
and hijab for covering their faces.
However, people in Eastern culture can experience the culture of Western countries due
to the advent of globalisation,
Historical Variation in Modesty
The meaning of modesty changes over time
Historical inconsistencies in standards of modesty even within a given culture
E.g. Long-haired men, the exposure of women’s ankles, miniskirt
Situational Variation in Modesty
Situational variations within a given culture and time frame
The degree of “looseness” in a given situation
E.g. A bikini on the beach vs. in the office
E.g. To dress more modestly for religious activities than for other social activities
Wear dress according to Time, Place and Occasion
2
, Religious Variation in Modesty
Religions have the moral codes covering issues of sexuality, morality, ethics etc.
Strong influences on people’s attitudes of modesty in dress, behaviour etc.
E.g. Islamic modesty
o Hijab (a veil that covers the head and chest)
o Niqab (a veil that covers the whole face except the eyes)
o Burka (a full-body covering garment that occasionally cover the eyes)
E.g. Jewish modesty
o Skirts covering their knees
o Blouses covering the collarbone
o Sleeves and elbows
o No tight-fitting, provocative, loud in colour
o Married women covering their hair in public
o Men wearing long-sleeves and shorts; covering the crown of their head with
kippah or hat
E.g. Christian modesty
o The wearing of a head covering
o Women covering upper arms and shoulders; skirts covering the knees
o Short pants and skirts and tight clothing are not recommended.
B. Immodesty Theory (Instinct Theory)
Immodesty, sexual attraction
Focusing on sexual attraction
Individuals may first wear clothing to attract attention to the sexual organs
E.g. A tight sweater, jeans covering the body
Familiarity (indifference) vs. Concealment (Interest)
Limitation: This theory indicates that people cover a particular part of the body to attract
the opposite sex. Covering a specific part of the body makes people imagine a covered
part and stimulate sexually. – Did primitive men cover a body part for sexual temptation?
C. Protection Theory (Instinct Theory)
Framework
Clothing was first used to protect us from external environments
Physical protection from the cold, insects, animals or even supernatural creatures
Psychological protection from the superstitions, fear, and luck
Limitations:
o Some Indians did not wear clothing in spite of the cold weather
o Natives in central region of Australia did not wear clothing despite severe
temperature difference.
3
