Clothes are in direct contact with our body, which envelops our mind and emotions; when it comes to analyse our reactions and behaviours, psychology will obviously be implied, as it defines the study of mind and behaviour. 
— Caroline

Caroline Zaidan

A dynamic professional, holder of an MSc Applied Psychology in Fashion (London College of Fashion) and a BA Fashion Styling who developed an extensive knowledge of the fashion and luxury industries. Caroline has a natural eye for fashion, aesthetic and detail. Strengthened by three fashion languages (French, English and Italian) and broad experience at Tom Ford, Ralph Lauren, Victoria Beckham, Milan Fashion Week and FASHIONCLASH, she can contribute to every step of the identity development process: trend research, visual merchandising, styling, editorials & graphic design. As a fashion psychologist Zaidan introduces an innovative perception of consumer behaviour, the fashion industry and society in general. She provides insight on why and how people wear, act, learn, think and buy the way they do, helping brands to make effective strategic business or creatives decisions.

With her study on Fashion Selves and Well-being (2017) she put the spotlight on [the lack] of research on self-discrepancies and their impact on psychological well-being within the fashion context and addressed an important gap in the fashion psychology literature. Her findings may inform and encourage more positive practices within the fashion industry, particularly in marketing, as well as stimulate further research that can help social and clinical psychologists and the industry understand better the role that fashion plays or can play in individuals’ lives. 

Caroline: "Clothing choices or fashion, in general, do impact our surroundings; psychology can demonstrate us how to master this powerful tool named fashion without being prisoner of it.  Fashion is at first a manner to express and with whom we belong without words; it is self-expression and (in a certain context) art."

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