Dr Carolyn Mair

Subject Director/Reader Psychology Course leader MA Psychology for Fashion Professionals and MSc Applied Psychology

London College of Fashion


Dr Mair is a Chartered Psychologist and Chartered Scientist. She is Subject Director and Reader in Psychology and the Course leader for MA Psychology for Fashion Professionals and MSc Applied Psychology in the Fashion Business School at LCF.

Her research interests lie in the application of theories from psychology, to improve performance and enhance well-being.

She has published more than 40 refereed papers. She developed the MA Psychology for Fashion Professionals and MSc Applied Psychology in Fashion programmes to address the many issues in fashion that impact psychological well-being. Her research centres around understanding and predicting human behaviour within and across the broad realm of fashion. She also researches the cognitive underpinnings and influences on learning in relation to academic, personal and professional achievement. She has completed several Research Council UK funded projects as Principal Investigator and others as Co-investigator. Mair was commissioned by the Higher Education Academy in collaboration with Bournemouth University to write:

Mair holds a PhD in Cognitive Neuroscience for investigations into spatio-temporal aspects of visual memory, an MSc in Research Methods in Psychology in which she investigated psychosocial aspects of facial disfigurement, and a BSc in Applied Psychology and Computing in which she investigated the semiotics of corporate logos. Prior to becoming an academic, Mair worked as a visual merchandiser, graphic designer, dressmaker and portrait artist.

Research interests

The application of psychological theory to solving real world problems.

Research statement

Mair has a track record of attracting external funding and have been awarded over £700,000 from many funding councils and sources.

Her research interests lie in the application of psychological theory to understand and improve performance and well-being.

Recent completed projects include:

  • British Academy/Leverhulme funded project investigating how best to help students during the transition from college to university in collaboration with Cardiff Metropolitan University (2013-15);
  • EPSRC-funded project (2012-13) investigating the relationship between metacognition and confidence in collaboration Brunel University, Simula Research Labs, Norway, Hewlett Packard and Lloyds TSB.

At LCF, Mair is investigating the psychological impact of many issues that exist within fashion including self-esteem, body image, exclusion, cognitive performance and well-being. She has presented at many international and national conferences and has published more than 45 peer-reviewed papers.

Following the success of the 2013 ‘Better Lives’ seminar series at LCF, ‘An exploration through fashion and psychology: judgement and well-being’, Mair was invited to curate the 2014 ‘Better Lives’ series entitled ‘…isms in fashion: looking ahead’. This year, 2015, the series focused on positive psychology in fashion.

Mair is frequently invited to talk to academic and industry audiences on a range of topics including her unusual career path, cognitive bias and metacognition.


Anna Papadoula, Fashion collections in museums: The embodied minds hidden in the dresses.

Catherine Smith, Disability, identity, fashion & clothing choice for women with mobility impairments.

Selected research outputs