By: Kaelin Jumaa
Throughout human civilization, clothing has always been a needed commodity. Since we were mere children, we were accustomed to wearing, buying, and matching clothing, completely oblivious to the true necessity of the product. Albeit we sport clothes daily, we do not acknowledge their importance in today’s society. Even the phrase “dress to impress” stems from the theory that our clothing speaks volumes. In fact, this theory has been studied and dubbed as “Enclothed
Cognition”, used to describe how the clothing we don influence our psychological, social, and physical behaviours (Sarda-Joshi, N.D.). To illustrate this, simply think of what outfit would make a person seem sociable: a crisp, clean-cut professional suit or a wrinkled T-shirt and ripped jeans. The latter answer would be the obvious choice, inviting passersby for
a friendly conversation, whereas the former option radiates sentiments of intimidation and importance. Likewise, a 2012 study proved that by only wearing fitness attire, you gain a desire to exercise. Even by accustoming yourself with a specific fashion style, you inadvertently brand yourself as having certain characteristics, often demonstrated through common stereotypes like “skater girls” and “emo kids”. This also relates to everyday thoughts of being under or overdressed, where one may feel embarrassed or self-conscious based on what garments others are wearing.
Now that this theory has been scientifically proven, how can it be manipulated to one’s advantage? Even though Enclothed Cognition is a legitimate practice, it-like many psychological practices-requires conditions. In order for this exercise to work, one must first think of how the specific clothing is viewed from a social stance, to contemplate its symbolism to the modern person, so to speak (Hajo and Galinsky, 2012). Secondly, there needs to be a physical connection to the clothing, thinking of the sensations felt when dressed in the garment (Hajo and Galinsky, 2012). For example, say I aspired to have a demanding, assertive presence for a job interview. I would think of what clothing comes to mind under the category of “profesional”, since my vision would be similar to that of the average person’s. Then, I would recall what clothes I have worn in the past that gave me feelings of authority. Blending these two steps together will aid me in achieving the look I desire. This can be seen at the 2013 San Diego Comic-Con, where Tom
Hiddleston cosplayed as his character, Loki, from the award-winning action movie “Thor”. Hiddleston sported this look because he wanted to be viewed as Loki in the flesh. The social stance that the character has paired with his feelings of popularity in the character’s uniform created this confident persona for Hiddleston, who was a debuting actor at the time. “You want to do new things. You want to go deeper, said Hiddleston in an interview after his dazzling entrance, and sort of take twists and turns and surprise people [and] surprise myself” (Downey, 2013). Taken together, what was once simply fabric now generates certain emotions from oneself and others, leaving psychological influences on the wearer and helping to shape one’s unique personality.
Reference List
Downey, R. (2013). Tom Hiddleston's 'Loki' Cosplay: The Story Of How It Happened At Comic-Con. Retrieved from http://www.mtv.com/news/1710978/tom-hiddleson-loki-comic-con/
Galinsky, A. and Hajo, A. (2012). Enclothed cognition. Retrieved from
Sarda-Joshi, G. (N.D.) 7 ways your clothes change the way you think. Retrieved from
Wiebe, J. (2013). Psychology of Lululemon: How Fashion Affects Fitness. Retrieved from https://www.theatlantic.com/health/archive/2013/12/psychology-of-lululemon-how-fashion-affects-fitness/281959/
Fantastic Article!