“Positive Fashion” and the Happy Color

“Positive Fashion” and the Happy Color

In 2016, the London College of Fashion was looking for someone to lead their brand-new Psychology of Fashion undergrad program. They found the perfect fit in Aurore Bardey, who has brought her considerable psychology experience to an industry hungry for a better understanding of the inner workings of today’s fashion consumer.  

Highlights:

  • Counteracting the negative aspects of the fashion industry with “positive fashion”
  • “Is yellow really the happy color?” A proper answer to a (deceptively) simple question
  • The surprising (and perhaps counterintuitive) role fashion plays in the queer community
  • Insight into a key difference between the best and worst brands on the market today (one that has nothing to do with product)
About Our Guests

Aurore Bardey

Aurore Bardey is a BPS Chartered member and HEA Senior Fellow with two BSc degrees in Sport Sciences & Psychology as well as a Master and PhD in Cognitive Psychology and Neuroscience. She is now breaking new ground as Course Leader for the BPS accredited BSc (Hons) Psychology of Fashion at London College of Fashion (LCF), University of the Arts London (UAL). As Course Leader and Senior Lecturer on the MSc and MA, she introduces psychological science in the context of fashion, providing critical insights into human behaviour needed to understand and improve the business of fashion’s human aspects. Aurore underlines the importance of the application of psychological science to positively enhance the fashion industry and consumer well-being.

LCF’s The Psychology of Fashion course is the first in the world aimed at understanding human behaviour related to fashion. Aurore teaches Applied Psychology to Fashion, Cognition Psychology, Social Cognition and Research Methods. She challenges future leaders inside and outside the classroom on fashion-related issues, including consumer behaviour, body image, health, diversity, environment, and creativity. Her research, practice and interests focus on social and cognitive features related to body perception, multisensory integration and consumer psychology, particularly within a health context.

Her research deals with ethical consumer psychology and focuses on the fashion business, considered to be one of the world’s most polluting industries. Indeed, the rise of “fast fashion,” unethical practices within the industry as well as the promotion of a specific ideal of beauty have had a tremendous negative impact on consumers. Using psychology theories and marketing concepts, her research aims to better understand ethical consumer behaviour in the fashion industry as well as to enhance the positive impact of sustainable fashion and inclusive fashion on consumers and the business.

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