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Photo: Stefan Jakubowski

 

The Psychology of Fashion

 

LOCATION: LONDON

EMPLOYS: 3

FOUNDER: ANABEL MALDONADO

INVESTMENT: 2018 - PRESENT

 
 

ABOUT THE PSYCHOLOGY OF FASHION

Founded in London in 2017 by Anabel Maldonado, a fashion journalist with a psychology background, The Psychology of Fashion™ is a platform that explores why we wear what we wear, and the relationships between personality, emotions and aesthetic. The platform also examines fashion industry dynamics and current issues such as sustainability and workplace wellbeing, through the lens of psychology.

Personal style is not random. The clothes that people seek are the one's that tap into their truest qualities, are a consequence of their different inner needs, and reflect their most deeply seated narratives about themselves. The platform's content challenges the conventional mentality around materialism and provides a much-needed deeper understanding of fashion, as well as a framework of fashion psychology for brands and consumers. Through this framework, backed by research, features, opinions, and discussion, The Psychology of Fashion™aims to systemize aesthetic aspirations and provide consumer direction through fostering self-knowledge and awareness about the connections between one's own psychology and tastes.

 

ABOUT THE FOUNDER

Anabel Maldonado is a London-based fashion journalist specializing in opinion features, industry analysis and fashion psychology. Prior to her foray into the fashion industry, she graduated with a BSc in Psychology from York University in her hometown of Toronto.

Anabel’s work has appeared in The Business of Fashion, The Untitled Magazine, and Marie Claire, as well as a number of online portals and academic journals. Before entering the fashion industry, Anabel worked in a clinical role within a diagnostics team at the NHS. She then began her fashion career at the press department of Christian Louboutin, before deciding to focus on journalism starting with internships at the Mail on Sunday and Marie Claire. Anabel then spent several years in magazine publishing before getting into e-commerce content creation for Carmen's CoutureLab, and then going freelance.

As a luxury brand consultant, Anabel has provided editorial guidance and content creation for labels that include JOSEPH, Chinti & Parker, Temperley London, Hugo Boss, Bucherer, the Quintessentially Group, Vault Couture, Biotherm, Decleor, Dr Jackson's and Dassault Falcon, as well as a number of emerging fashion and luxury brands. 

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