BSc Psychology of Fashion (S2V)

This unique course provides the critical insight into human behaviour needed to understand and improve the human aspects of the business of fashion. It emphasises the application of psychological science in the drive to positively enhance the industry’s impact on its workforce, consumers and the physical environment.

Please note: this course is subject to validation

Image of the panel from the Pyschology and Well Being Event.

Fashion matters… in mental health. Read the blog post on The Psychologist.

Alexa Chung talks to LCF's Carolyn Mair and Caryn Franklin about psychology and fashion, for Vogue.

Better Lives 2015 - Positive Psychology in Fashion

Funding opportunities

Use UAL's fees and funding calculator to estimate how much your studies may cost you in your first year, and what funding may be available to you.

Use UAL’s scholarships search to find out what you might be eligible for.


Course Leader

Aurora Paillard

Course Location

John Prince's Street

Study LevelUndergraduate
Study ModeFull time
Course Length3 years / 4 years (with placement year in industry)
Home/EU Fee


International Fee


Autumn Term Dates25 Sep - 8 Dec 2017
Spring Term Dates8 Jan - 16 Mar 2018
Summer Term Dates16 April - 22 June 2018
Application Route


Application DeadlineApplications for 2017/18 entry will open in Autumn 2016.
UCAS CodeC800
University CodeU65

Content and structure

The BSc (Hons) Psychology of Fashion, situated in London College of Fashion’s Fashion Business School, breaks new ground. It applies psychological science in the context of fashion to enable an evidence-based understanding of human behaviour across the broad spectrum of the fashion industries. The curriculum sits at the forefront of knowledge demanded by the fashion industries which are increasingly concerned with enhancing the human aspects of its provision. In addition, the course content is aligned with the British Psychological Society’s (BPS) core areas, with the intent of being awarded BPS accreditation. BPS accreditation is a benchmark of quality and also confers on students the Graduate basis for Chartership.

Students will be expected to engage with the diverse extra-curricular activities at LCF and UAL and to contribute to the Psychology of Fashion Student Conference, held in Spring each year, as well as other Psychology specific events at LCF. BSc (Hons) Psychology of Fashion students are encouraged to join the BPS and engage with their London & Home Counties branch which runs more than 20 free networking, careers and social events annually within the region.

The scientific discipline of Psychology equips graduates with an extremely rich and diverse portfolio of skills and knowledge that gives them a distinct edge in the employment and entrepreneurial markets of the fashion and related industries. They will understand, and therefore be able to predict human behaviour, with the aim of addressing real world problems across fashion and fashion business. However, if continuing education is the goal, graduates from the BSc (Hons) Psychology of Fashion are able to apply seamlessly for the MSc Applied Psychology in Fashion or the MA Psychology for Fashion Professionals, both at LCF, and if suitable, could move to doctoral study at LCF.

The course is based at High Holborn, adjacent to Lincoln’s Inn Fields. Other green spaces in the area include Gray’s Inn Gardens and Coram’s Fields. Situated nearby are Sir John Soane’s Museum in Lincoln’s Inn Fields, the Foundling Museum in Brunswick Square, and the British Museum in Bloomsbury. Markets worth visiting are the weekday lunchtime markets in Leather Lane and Exmouth Market. Lamb’s Conduit Street with its independent shops is a five minute walk, and Covent Garden, with its numerous shops, bars and restaurants, the Royal Opera House and many of the West End’s theatres, is a ten minute walk away. 

Our John Prince’s Street site, with the library; the retail and leisure facilities of Covent Garden, Oxford Street and Regent Street, are merely two tube stops along the Central line.

Travelling across London

The renowned London College of Fashion library is at our John Prince’s Street site, and you will need to travel to this site, and possibly others, during your course to use the library, which is open seven days a week in term time, and for tuition and special events.

The course team arrange a variety of optional trips and visits to supplement your studies. These trips are often local and where possible provided at nil or reduced cost. Opportunities for extended trips to fashion industry events or areas of interest are usually offered in the first and second year and where these trips involve accommodation and travel costs we aim to offer good value for students.

Course Structure

The academic year for this course is divided into Period 1 and Period 2.
Period 1 is of 15 weeks’ duration from early October to mid-February. In accordance with the University timetable, there will be a four week holiday in December.
Period 2 is also of 15 weeks’ duration from mid-February to the end of June with a four week holiday for Easter.


Year One - Stage 1 - level 4 – 120 Credits

Period One

Introduction to Psychology of Fashion (20 Credits)

Applications of Psychology in Fashion (20 Credits)

Philosophy and Ethics in Research (20 Credits)

Period Two

Introduction to Cultural & Historical Studies (20 Credits)

Collaborative Project (40 Credits)


Year Two - Stage 2 - level 5 - 120 Credits

Period One

Cognition in Design and Innovation (20 Credits)

Fashion and Wellbeing (20 Credits)

Cultural & Historical Studies Option (20 Credits)

Period Two

Consumer Psychology (20 Credits)

Consultancy Project (40 Credits)

Year Three - Stage 3 - Level 6 – 120 credits

Period One

Future Thinking (20 Credits)

Social Sustainability and Business Psychology (40 Credits)

Period One and Two

Final Major Project (60 Credits)

Travelling across London

The renowned London College of Fashion library is at our John Prince’s Street site, and you will need to travel to this site, and possibly others, during your course to use the library, which is open seven days a week in term time, and for tuition and special events.

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. We strongly suggest you read the information on our Additional Costs page.

Course structure

The information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course.

Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year.

In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please contact a member of the course team.



Our excellent resources for educating our students are two-fold: people and premises. People includes everyone at the College who contributes directly in some way to your education, whether as a subject tutor, a technician, an Open Access officer, a librarian or a study support tutor. Premises include the buildings and the facilities contained in them, such as specialist machinery, design studios and workshops, lecture and seminar rooms, and the library.

Dr Aurora Paillard is the Course Leader for BSc Psychology for Fashion. She obtained a Master and a PhD in Cognitive Psychology and Neuroscience. She is a BPS Chartered member and HEA Senior Fellow. After obtaining her PhD at the University of Grenoble (France), Aurora did two postdoctoral positions (at the Polytechnic School of Lausanne, Switzerland and the University of Manchester) and a Teaching Fellow at the University of Besancon (France). She then became a Course Leader of two Psychology programs at Newham University Centre (Open University). Her research interests involve social and cognitive features related to the vestibular system, body perception and motion sickness susceptibility. Her research outputs consist of fifteen published articles. 

Dr Soljana Çili, Lecturer in Psychology (Research Staff) has a Bachelor of Psychology (Honours) from the University of Malta and a PhD in Psychology from the University of Southampton. At the London College of Fashion, Dr Ҫili teaches units related to personality and individual differences, quantitative research methods and data analysis, and group processes in the courses MSc Applied Psychology in Fashion and MA Psychology for Fashion Professionals. Prior to joining UAL, she taught in psychology undergraduate programmes in various universities in the UK.

Dr Ҫili’s research interests revolve around autobiographical memory, intrusive mental images, factors influencing the development of individuals’ sense of self, psychopathology, and cognitive-behavioural therapeutic interventions. Dr Ҫili has published her work in peer-reviewed psychology journals and presented it in several national and international conferences.

Dr Jekaterina Rogaten is a lecturer in Positive Psychology at the College of Fashion, University of the Arts, London. She also works as a research associate at the Institute of Educational Technology, Open University UK where she runs a HEFCE funded learning gains project in collaboration with Oxford Brooks University and University of Surrey. She obtained a BSc degree in psychology from University of Roehampton and Ph.D. from the London Metropolitan University. Jekaterina is a fellow of Higher Education Academy, a member of Association of Business Psychology and a member of European Association on Learning and Instruction. Jekaterina has extensive experience in teaching Quantitative Research Methods for psychology, Lifespan Development and Applied Positive Psychology. Her main research areas are learning analytics with a particular focus on learning gains, performance, progress, approaches to studying, creativity, metacognition, emotions, flow and motivation. 

Patrick Fagan is a Lecturer in Consumer Psychology at London College of Fashion. He is also an Associate Lecturer in Consumer Behaviour at Goldsmiths and has published papers on topics ranging from Facebook psychology to price psychology. He has also written articles for publications like The Guardian and is often contacted by press outlets like the BBC, The Economist and The FT for comment; he has written a book for Pearson called #Hooked: Why cute sells… and other marketing magic we can’t resist. Patrick’s expertise is in taking academic research and making it understandable and applicable for businesses – ‘turning mind into money’. On an independent basis, he has provided consultancy and conducted experiments for brands like eBay, Trainline and Vodafone; Patrick also works as Head of Emotional Sciences for emotional artificial intelligence company CrowdEmotion.

Dr Carolyn Mair CPsychol, FBPsS, FHEA, is Subject Director Psychology. Carolyn created the Psychology programmes at London College of Fashion. She is Course Leader for the MA Psychology for Fashion Professionals and MSc Applied Psychology in Fashion. Her research interests lie in the application of theories from psychology to improve performance and enhance well-being within and across the broad realm of fashion and also in relation to academic, personal and professional development. Carolyn holds a PhD in Cognitive Neuroscience for investigations into spatio-temporal aspects of visual memory, an MSc in Research Methods in Psychology for investigations into psychosocial aspects of facial disfigurement, and a BSc in Applied Psychology and Computing investigating the semiotics of corporate logos. Prior to becoming an academic, Carolyn worked as a visual merchandiser, graphic designer, dress-maker and portrait artist. - view full profile.


Developing your skills

All our undergraduate courses are concerned with the development of your personal and professional skills. On your course you will evolve from learning basic skills in your discipline through to a position where you are an independent creative thinker capable of making an effective contribution to the relevant sector of the fashion industry. Personal and Professional Development (PPD) skills are embedded in all units on every course. Speaker programmes with contributions from alumni, members of industry and others are a part of many courses, as are work placement opportunities in industry. Where relevant, students have the chance to attend trade fairs, enter industry competitions, visit exhibitions and go on field trips and visits. The central position of our John Prince’s Street site in the West End affords students easy access to all sectors of the fashion retail market. In addition, our position as a constituent College in the University of the Arts London means that our students have access to the wide range of activities and events that occur in all the Colleges and at the University’s centre. Last but not least, being in London gives every student opportunities to explore and be inspired by the cultural, intellectual and social life of one of the great capital cities of the world.

Graduates who wish to continue their education at a postgraduate level are encouraged and able to apply seamlessly for the MSc Applied Psychology in Fashion or the MA Psychology for Fashion Professionals.

It is envisaged that graduates from this course and those who continue onto the Msc or MA, will be highly sought across the fashion industry. They will possess the skills, knowledge and, moreover, the aptitude demanded by employers. Psychology is the scientific study of human behaviour so it can be applied in all contexts across the fashion industries and beyond.

Some examples of potential graduate destinations are:

  • a creative service-based industry which may be physical or virtual, start up or mature
  • an entrepreneurial role in an existing organisation
  • a business development role using in retail, design, production or media
  • working in Research and Development in a leadership/management role within service and design-led industries
  • a leadership/management role within an existing business or group
  • establishing a new business venture

LCF Careers

LCF Careers provides a comprehensive career management service supporting our students to become informed and self-reliant individuals able to plan and manage their own careers.

Entry requirements

Opportunities for All

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Course Entry Requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

The standard minimum entry requirements for this course are:

  • Three A Level Passes at Grade BBB or above; preferred subjects include science subjects, psychology (not necessary, but if taken, must be passed at C or above), mathematics, English, business studies;
  • or Distinction, Distinction, Merit at BTEC Extended Diploma (Preferred subjects) Art & Design;
  • or Distinction Foundation Diploma in Art and Design;
  • or Merit at UAL Extended Diploma;
  • or Access Diploma or ’120 tariff points from the Access to HE Diploma;
  • or 120 new UCAS tariff points (equivalent to 300 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • or equivalent EU or non-EU qualifications;
  • and Six GCSE passes at grade A*-C Maths and English.

Exceptionally, applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors.

The course team will seek to recruit applicants:

  • who are in possession of appropriate knowledge and skills commensurate with the planned entry to the course;
  • who can demonstrate clear academic interest in psychology and business studies;
  • able to evidence independent thinking;
  • able to demonstrate an engagement with analytical and evaluative activities particularly in the pursuit of understanding human behaviour;
  • able to communicate orally and in writing.

In particular, the team will seek to recruit applicants who are aiming for a career in the Fashion and/or related life-style industries. Students who are interested in roles connecting business imperatives with the needs and expectations of their customers and/or key stakeholder groups such as employees, communities and media will be best suited for the course.

English Language Requirements

All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability when you enrol.

The level required by the University for this course is IELTS 6.5 with a minimum of 5.5 in any one skill.

Please visit the UAL Language Requirements page, read carefully and look at the relevant documents.

Student Selection Criteria

What We Look For

The course team seeks to recruit students who can demonstrate:

  • A strong interest in the different roles of management within the fashion industry 
  • An analytical problem solving approach 
  • A proactive attitude
  • Self-motivation and an independent approach
  • An ability to multi-task 
  • Strong numeracy skills

This might, for example, be demonstrated by: related academic or work experience; the quality of the personal statement, a strong academic or other professional reference; or a combination of these factors.

Applicants will be expected to evidence reasons in the application for:

  • why you want to come on the course and what you will bring to the course
  • an understanding of the different management roles within the fashion industry
  • an awareness of current affairs
  • an awareness of fashion and the role it plays in the culture of a society
  • the ability to work in a team
  • a motivation to succeed on the course
  • a motivation for working in management in the fashion industry

How to apply

Home EU Applicants

You can apply online through the Universities and Colleges Admissions Service (UCAS).

Go to ‘Apply’ from the UCAS home page, where you will be able to register and create a password that gives you unique access as you complete your application form.

You will need the University code, the UCAS code for this course, and the deadline date for your application. You will find these on the Facts tab.

Contact us on: 

Telephone: +44 (0)20 7514 7973 / 7582 / 7344

Or you can use the UAL Course Enquiry Form

International Applicants

International applicants may apply through one of our overseas representatives in their own country or independently via the Universities and Colleges Admissions Service (UCAS).

Further information on applying via UCAS is provided on the Applying Through UCAS page. Applications for the academic year 2017/18 will be accepted from November.

Please note that the equal consideration deadline for all applicants is 15 January.

For full details on the application process, visit the Undergraduate application page or contact the UAL admissions team who can answer any specific questions that you may have regarding LCF's courses tailored for international students. This can include guidance for your portfolio, advice on the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. Please contact LCF's International team for further information on this facility. We can also arrange a tour of our facilities if we are given prior notice.

Deferred Entry

Deferred Entry is normally only allowed in exceptional circumstances. Please contact us before you submit your application if you are considering applying for deferred entry.

What Happens Next?

All application forms, personal statements and references are read and considered by the course team against the selection criteria listed on the Entry Requirements tab, under What We Look For.

International applicants will undertake a business numeracy test and an interview (in person or by telephone) and the outcome will be communicated to you.

If you applied through UCAS the result of your application will be communicated to you via UCAS through ucastrack. You will only receive further communication directly from the College if your application has been successful. This will be in the form of a full offer pack, sent by email, including details of accommodation, fees, and other important information.

Showing your Work

All final year students are given the opportunity to profile their work online via Showtime. London College of Fashion can make no guarantee that your work (either in sum or in part) will be shown, exhibited or profiled in any way as part of your course. All student work appearing in College organised events, catwalk shows, exhibitions and other forms of showcase, is selected by a panel of senior staff and, in some instances, external industry judges.

Course units

Stage 1 (level 4)

Introduction to Psychology of Fashion

This unit aims to introduce you to your course and its subject specialism, as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development.  Students come from many diverse educational backgrounds and a part of this unit will enable to reflect on your own background and how that shapes the way you approach your course. 

Applications of Psychology in Fashion

This unit will consider how the application of psychology can make a positive difference in the fashion industries in general and in fashion business in particular. You will study theories and concepts from the core areas of psychology including individual differences, biological, cognitive, emotional, social, lifespan psychology, and discuss their application to develop solutions to real life issues in fashion.

Philosophy and Ethics in Research

The study and application of ethics is a fundamental component of any psychology programme. You will learn the fundamental elements of conducting research with human participants from philosophical and ethical perspectives. In doing so, you will understand how to adopt an ethical approach to conducting research in fashion business, and why a particular method of data analysis is preferable to another as a tool to interpret your results.

Introduction to Cultural & Historical Studies

This unit introduces the Cultural and Historical Studies approach to fashion and related areas. The unit provides a broad overview of the subject and introduces key concepts and ways of thinking that will form the basis of subsequent study. It will also inform decisions regarding the Cultural and Historical Studies unit that is chosen for future study.

Collaborative Project

The unit introduces you to the research skills needed to understand human behaviour within the context of fashion and business. This unit will give you the opportunity to work collaboratively to identify an area of fashion business that interests you, and to investigate the links between your chosen topic and psychology.  This will allow you to consolidate the knowledge and skills that you have already acquired, give you the opportunity to conduct research, and develop working relationships that are essential for employability. 


Stage 2 (level 5)

Cognition in Design and Innovation

Cognitive psychology is concerned with how we make sense of the world from sensation, through perception, emotion, creativity, memory, thinking and reasoning, and communication. In this unit you will learn about the influence of cognitive processes on design and innovation using the concept of design thinking, which applies empathy and creativity to generate potential solutions to a given problem. You will gain understanding of how the processes and methods used in design to solve problems can lead to enhanced design practice and improved communication with designers.

Fashion and Wellbeing

This unit is concerned with the concepts and theories of psychological wellbeing as applied in the context of fashion. It explores individual, societal and global issues including identity and body image, appearance and judgement, fashion and the environment, and the impact of technology. You will develop a strategy for enhancing your own wellbeing through engaging with concepts of critical reflection, altruism, gratitude and appreciation.

Cultural & Historical Studies Option

You will be able to study a Cultural and Historical Studies option of your choice that will broaden and deepen your learning of areas relating to your interests in your chosen field.  You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.

Consumer Psychology

This unit introduces you to concepts of consumer behaviour and psychology through investigation of how and why we buy fashion goods and services. You will investigate how consumer identity is formed, and develop your understanding of fashion psychographics and cross-cultural values and how these may inform fashion marketing practices. You will apply market research methods and evaluate consumer behaviour in different parts of the world.

Consultancy Project

You will learn how to make effective decisions regarding which research methodologies are most appropriate given a particular research question. You will develop practical analysis skills through designing an investigation, collecting, exploring, analysing and interpreting data appropriately using Statistical Package for the Social Sciences (SPSS), or qualitative methods of analysis and interpretation. You will then carry out and write up a negotiated consultancy project in the context of fashion business.


Stage 3 (Level 6)

Future Thinking

You will apply the knowledge and skills from Years 1 and 2 to critically appraise current fashion business in the context of product development and marketing, including cost-benefit analysis, affordances and the human/technology interface. You will apply strategic thinking to propose feasible future scenarios for an ethical and sustainable fashion industry.

Social Sustainability and Business Psychology

Explores how human resources need to be sustained and used effectively in the same way as other tangible and intangible organisational resources.  You will examine the links between employee psychological wellbeing and motivation, productivity and innovation.  You will learn how to prioritise employee wellbeing through workplace initiatives, and how to evaluate their effectiveness. In addition, you will study the role of psychology in the workplace including group and team behaviour, theories of leadership and management, communication and performance management.

Final Major Project

This is a major piece of work and the culmination of your degree. It provides you with the opportunity to demonstrate the knowledge and skills acquired through your work on the course. Although this is an independent piece of work, you will be allocated a supervisor who will support and guide you through tutorials.

Enquire about this course

If you haven’t found the information you’re looking for or want to ask us a question about this course, please fill out our enquiry form.

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