Fashion Cognition Lab
Fashion moves minds. Minds move markets.
You spend less than 20 minutes naked per day. Your clothes are with you for longer than your phone. Yet, we know more about how screens impact our brains than how fabrics we all put on our bodies shape how we think, feel and act (despite evidence for it, see Horton et al., 2023).
We want to fix that.
Fashion brands know they must innovate. But innovation isn’t just in materials and manufacturing — it’s in understanding human needs and predispositions.
What if your brand could design clothing that actively enhances confidence, focus, relaxation? What if instead of selling an image, you were selling an experience —
a scientifically validated one?
This is what we research. This is what we prove. This is the new frontier of fashion.
Your product makes a difference in someone else's life - let it be a game changer
Fashion has evolved. But the way we think about value in fashion is stuck in the past. Brands compete on sustainability, quality, and branding—but they’re missing the most powerful layer: the psychological experience of clothing.
Our framework reveals the next step in fashion’s evolution:
But it's more than a framework, it’s a call to action. In a market that’s more competitive and conscious than ever, the brands that lead will be those who understand and embrace the full spectrum of value in their products.
How can fashion brands leverage fashion psychology research for impact?
Design & Product Development
01
We decode how materials, cuts, and sensory inputs affect cognition and behaviour, so fashion brands can design collections that don’t just look good but feel right.
Marketing & Communication
02
The future of fashion marketing lies in psychological resonance, not just aspiration. Brands will win with evidence-backed claims and hyper-personalized messaging that taps into who their audience wants to be.
Brand & Consumer Experience
03
Fashion is more than aesthetics—it’s about identity, confidence, and self-perception. We reveal how clothing shapes emotions and behavior, so brands create experiences that mean something.
About us
Years of experience in Fashion Psychology and User Research have shaped our expertise in creating this innovative project.
We bridge the gap between science and style, proving what has long been felt but rarely measured.
Curious? Let’s talk about what we’re working on, what’s coming next, and what we could create together.
Magdalena & Ewa