Why you wear what you wear – Harvard Gazette

People wear clothes at least 29,000 times in their lifetime, yet empirical science pays little attention to why we choose everyday clothes to help shape our image.

In one of the first studies of its type, researchers from Massachusetts General Hospital and the London College of Fashion, University of the Arts, investigated the aesthetics of fashion, looking at style (shape and cut) and color (hue, brightness, color). and other preferences have been revealed. saturation), and personality differences that motivate people to buy and wear clothing for work, leisure and more formal occasions.

“Preferences have long been studied in fields of art and aesthetics ranging from painting to music, but arguably much less in the context of fashion, a social experience and a way of self-expression,” co-authors said. says Nancy. Her Etcoff, director of the Aesthetics and Happiness Program at MGH and Harvard His School of Medicine, said:

“We asked in our study whether fashion aesthetics could be studied empirically. It opens the door to a better understanding. This knowledge is valuable not only for clothing designers and marketers, but also for getting in touch with the aesthetic tastes and sensitivities of consumers themselves.”

An online survey of 307 women and 191 men in the UK by a research team revealed a new preference structure across four clothing styles. Essential, comfortable, feminineWhen trend.

Further analysis found that each of these style preferences was associated with study participants’ color preferences and self-reported traits (such as personality).

More specifically, the prominent color preferences of those who like and own feminine clothing (such as dresses and skirts) consist of lilac, violet, pink, turquoise, and dark red, while the essential clothing (shirt and jackets), dark blues, blues and browns were the preferred colors.

Additionally, the study showed that people who tended to dress more feminine were more likely to demonstrate high fashion leadership, be more aware of the importance of being well-groomed, and be more considerate in their behavior. rice field.

On the other hand, those who preferred and possessed essential clothing tended to be sociable, energetic, and emotionally stable.

People wearing comfortable clothing (hoodies, sweatpants, tracksuits, etc.) were also identified as having fashion leadership and interest. On the other hand, those who prefer trendy items (dungarees, polo shirts, boiler his suits, etc.) tend to be younger and more interested in the visual arts.

“The more they know and appreciate fashion aesthetics, the more they pay attention to what they wear and what excites them when they see clothes,” says lead author Youngjin Ha, London. College of Fashion/UAL) says:

“Because aesthetic experience appears to be associated with well-being, our findings may provide an important commentary on how this affects wearer confidence.”

With LCF/UAL, senior author Emmanuel Sirimal Silva adds:

Etcoff, author of the book Survival of the Prettiest: the Science of Beauty, believes her team’s latest research has led to exciting new discoveries about fashion behavior and taste, including textures, patterns, and impulses in clothing. I believe in opening doors. Bringing constant change to the multi-billion dollar clothing sector.

“We all spend a lot of money on clothes,” she notes.

Data collection for this study was funded by Fashion Business Research, LCF/UAL’s Fashion Business School.

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