THE JOURNAL
Steve Carell and Ryan Gosling in Crazy, Stupid, Love (2011)
Getting up the first time your alarm goes off, saying no to that third slice of pizza, actually putting your phone down and not falling asleep to a TikTok true-crime story. All of these things have one thing in common: they require self-control. And, for as long as I can remember, we’ve been taught that self-control comes from within. However, new research from the Journal Of Consumer Research suggests that the clothes we wear also have a role to play.
Self-control isn’t always self-centred. Yes, it can help you achieve your goals and secure your wins, but it can also dramatically improve your interpersonal relationships. Think about it, are you more likely to trust the guy who knows when it’s time to call it a night or the one who always needs just one more round?
Across a series of studies, psychologists Francesca Righetti and Catrin Finkenauer found that getting people to trust you and improving your relationships, including your romantic life, simply requires you to work on your self-control. Still, they acknowledge that managing your level of self-control isn’t always so simple as it’s a trait that’s constantly on display, more than we even realise.
“You may not have yet said anything, but your clothes are doing all the talking”
“Clothes maketh the man” is more than just a cool quote for fashion fanatics – it’s rooted in science. Back in 2012, psychologists Hajo Adam and Adam Galinsky coined the theory of enclothed cognition to reveal how we embody the meanings of the clothes we wear. It’s why you get an extra pep in your step when you throw on your running gear, why good things happen when you wear your lucky underpants and why your first-date shirt almost always guarantees you a second.
It’s also why it’s important to be intentional, not just about the way we dress, but the way we think about what we put on our bodies every day. But the theory overlooks the role of other people’s thoughts about what we wear.
They say you shouldn’t judge a book by its cover, but it’s also virtually impossible not to. First impressions occur within milliseconds, which isn’t enough time to say your name or rattle off a witty one-liner. It is, however, a big enough window for people to make a detailed verdict on you. You may not have yet said anything, but your clothes are doing all the talking.
The colour of your coat signals if you’re a positive person. Even the shape of your shoes can point to your political leanings. Now, new research conducted across six experiments by Yunhui Huang and colleagues reveals that how and where you shop are bona fide indicators of your self-control and, consequently, your trustworthiness.
There are ways to apply this thinking to the way you buy clothes and, in turn, dress.
01. Shop slowly
According to the study, participants perceive serious consumers of fast fashion as having a lower level of self-control than casual ones. What’s wrong with shopping for the latest low-budget styles, you ask? Well, fast fashion isn’t just about the way the clothes are produced – it’s also indicative of the way they’re bought. We often forget that shopping and styling yourself are decisions, but they are. And most of us would trust a slow decision-maker over a rash one any day of the week.
In the words of R&B singer Leon Thomas, “Take your time, what’s the rush?” Be more mindful of your decision-making. Shop slowly and use my 4321 rule to ask yourself the tough questions. This will force you to only buy clothes that feel authentic to you.
02. Don’t be afraid to re-wear
Another reason why fast-fashion lovers aren’t seen as trustworthy is that they project an image of someone who views clothes as disposable. Participants claimed that seeing someone in ever-changing, fast-fashion styles suggests they are focused on short-term gains and are not someone you’d trust to see the bigger picture. Re-wearing and restyling pieces from your wardrobe is the perfect way to showcase your credibility in making solid decisions that make sense in the long term.
03. Hone your style
As a fashion psychologist, I’m acutely aware of the power of novelty, which is why I shy away from the concept of a signature style. As clothes are an extension of us, limiting your style in such a way robs you of experiencing a novel side to your identity. Serious consumers of fast fashion, however, take things too far. Jumping from one niche micro trend to another signals indecisiveness.
Can you trust someone when you never know what you’re going to get from them? No. Consistency is a core element of trust. While you don’t have to be a one-look wonder, your style should have a running thread that is just so you.
In a distrustful era where AI and scam texts are getting harder and harder to spot, trust is a currency. The best way to navigating this world is to dress with trustworthiness in mind.