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BSc (Hons) Psychology of Fashion

Psychology illustration
Psychology themed student illustration. © Finnian Kidd | BSc Psychology of Fashion | London College of Fashion | University of Arts London
London College of Fashion
UCAS code
Start date
September 2024
Course length
3 years (optional 1 year placement)

BSc (Hons) Psychology of Fashion teaches psychological theories, concepts and methods of enquiry to apply in the context of fashion business, with a focus on how psychological science can improve fashion industry practice.

Apply to start in September 2024 

This course has places available.

If you don’t need a student visa to study in the UK, complete our self-apply form. You'll find this in the "Apply now" section of this course page - click on the "Start your application" button to find the form.

If you do need a student visa to study in the UK, you must apply through UCAS.

To find out more, read our Guide to applying for a course starting this September through Clearing.

For a full list of UAL courses open for 2024/25 entry, visit the Courses with places available page.

Why choose this course at London College of Fashion

  • British Psychological Society accreditation: course content is aligned with the British Psychological Society (BPS) core areas and is accredited by the BPS. This brings recognition of the high level of professional skills students on this course can demonstrate.
  • Unique approach: students learn psychological theories, concepts and methods of enquiry and apply these in the context of fashion business.
  • Diverse employment opportunities: students will gain a distinctive edge, gaining a broad knowledge of both fashion business and the biological bases of behaviour.
  • Unique course: this course is the first and remains the only undergraduate course in applied psychology in fashion
  • Open days

    Our next Online Discovery Webinar is on 10 July.

    Scholarships, bursaries and awards

    Course overview


    BSc (Hons) Psychology of Fashion, breaks new ground by applying psychological science in the context of fashion to enable an evidence-based understanding of human behaviour across the broad spectrum of the fashion industry. 

    What to expect

    • The scientific discipline of psychology equips you with an extremely rich and diverse portfolio of skills and knowledge that will give you a distinct edge in the employment and entrepreneurial markets of fashion and related industries. 
    • You will use your understanding of human behaviour to address real world problems across fashion and fashion business. 
    • While studying on the course you will be provided with membership of the British Psychological Society. This will broaden your appreciation of the subject and help you to keep abreast of new developments. This also equips you with the skills needed to succeed in industry after graduation or to progress onto postgraduate study.  BPS membership will allow you to connect with psychology professionals via regular BPS events (I.e., careers events) and will allow you to connect with other psychology students via their online community platform. 

    Work experience and opportunities 

    You will be expected to engage with the diverse extra-curricular activities at LCF as well as other psychology-specific events. BPS membership is provided for you whilst studying on the course, and so you are encouraged to engage with their networking, careers and social events.  

    You will have the opportunity to undertake an optional industry placement year between the second and final year of the course, which will enhance your employability by offering valuable experience and contacts within the industry, as well as earning an additional Diploma in Professional Studies qualification. 

    Mode of study

    BSc (Hons) Psychology of Fashion runs for 90 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 30 weeks. The BSc (Hons) Psychology of Fashion course does not offer a part-time mode.

    Climate, Social and Racial Justice

    We are committed to developing ethical practices. To achieve this, we are working to embed UAL’s Principles for Climate, Social and Racial Justice into the course.

    Course units

    The units you will study in Year 1 are as follows: 

    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 industry and in fashion business. You will study theories and concepts from the core areas of psychology, including individual differences, biological, cognitive, emotional, social and lifespan psychology, and discuss how their application can develop potential solutions to real 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 and related industries.

    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 learn how to enhance wellbeing through engagement with concepts of critical reflection, altruism, gratitude and appreciation.

    Quantitative Methods in Fashion Psychology

    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. It will also further your understanding of statistics and introduce you to data collection and data analysis software.

    The units you will study in Year 2 are as follows: 

    Cognitive and Biological Psychology

    This unit looks at fashion-related phenomenon through the lens of biological and cognitive psychology. You will learn about the neuroanatomy of the brain and how it conducts neural signals as it relates to human behaviour, and will also learn how these processes give rise to cognitive processes that characterize our conscious experience of the world. This knowledge will be related to how we experience various aspects of fashion-related phenomenon, from understanding the design process of creatives, to understanding how we perceive the sensory qualities of fashion stimuli, and being able to evaluate sensory and neuromarketing applied in a fashion industry context.

    Qualitative Methods in Fashion Psychology
    This unit builds on the knowledge you have developed in Year 1. You will be introduced to qualitative research skills needed to understand human behaviour within the context of fashion and business. You will learn different qualitative research methods and data analysis techniques that can be used to analyse qualitative data and answer research questions. 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 and conduct qualitative research. This will allow you to consolidate the knowledge and skills that you have already acquired and further develop working relationships that are essential for employability. It will also introduce you to software for qualitative data analysis.

    Fashion Consumer Psychology and Sustainability

    This unit introduces you to concepts of consumer behaviour and psychology through an 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, and will appraise existing business practices and offer realistic solutions with sustainable development in mind.

    Dress and Individual Differences

    This unit focuses on personality and other individual differences that make us who we are and influence our emotions, cognitions, and behaviours. In this unit you will explore historical and conceptual issues in the study of personality and individual differences, and will develop an understanding of theories of personality and the self from a developmental perspective. You will explore topics such as intelligence, psychopathology and the value of psychometric assessment, and will use your knowledge of individual differences to understand the behaviour of individuals in fashion-related contexts.

    Industry 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 advanced quantitative analysis skills through designing an investigation, collecting, exploring, analysing and interpreting data appropriately using statistical software. You will then carry out and write up a negotiated consultancy project in the context of fashion business and present your findings. In addition, you will attain essential employability skills to facilitate your future career success.

    Optional Diploma Year

    Industry DIPS

    This optional diploma can be taken between years 2 and 3. With support from your tutors, you’ll undertake an industry placement for a minimum of 100 days/20 weeks. As well as developing industry skills, you’ll gain an additional qualification upon successful completion.

    Enterprise DIPS

    This optional diploma can be taken between years 2 and 3. With support from your tutors, you’ll undertake an enterprise placement year where you will explore a business idea from proposal to minimal viable product (MVP). As well as developing enterprise skills, you’ll gain an additional qualification upon successful completion.

    CCI Creative Computing

    Between years 2 and 3, you can undertake the year-long Diploma in Creative Computing. This will develop your skills in creative computing alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BSc (Hons) Psychology of Fashion (with Creative Computing).

    CCI Apple Diploma 

    Between years 2 and 3, you can undertake the year-long Diploma in Apple Development. This will give you an opportunity to become an accredited apple developer alongside your degree. After successfully completing the diploma and your undergraduate degree, you’ll graduate with an enhanced degree: BSc (Hons) Psychology of Fashion (with Apple Development).

    The units you will study in Year 3 are as follows: 

    Advanced Topics in Fashion Psychology

    This unit introduces a unique opportunity to bridge theoretical knowledge with real-world, state of the art topics in the fashion industry and/or fashion-related careers. You will apply the knowledge and skills from Years 1 and 2 to critically appraise the current fashion industry in the context of ethics, psychology, and business practice. You will apply strategic thinking to propose and critically evaluate feasible future scenarios for an ethical and sustainable fashion industry. 

    Organisational Psychology and the Fashion Workplace

    This unit 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 fashion workplace including group and team behaviour, theories of leadership and management, communication and performance management.
    Final Major Project
    The Final Major Project represents the culmination of your undergraduate degree. This unit will provide you with the opportunity to demonstrate the knowledge and skills acquired throughout the course. You are expected to carry out an empirical dissertation, which includes completing an extensive research project, thus demonstrating a range of skills including planning, considering and resolving ethical issues, gathering and analysing data, and academic writing in accordance with set conventions. You will also demonstrate advanced levels of self-motivation, time and resource management, self-reflection and self-appraisal. You will be allocated a supervisor who will support and guide you through tutorials. 

    Learning and teaching methods

    The following teaching and learning methods are employed to support the integrated aims of the course outcomes:

    • Lectures will provide students with a critical understanding of the relevant theoretical concepts, models and frameworks and how these can be applied to a range of scenarios in which psychology can be applied to understand and predict human behaviour in the context of fashion.
    • Seminar sessions will offer the opportunity to explore theories and concepts from psychology applied in the context of fashion to address real-world issues.
    • Taught and supervised workshops in data analysis, using common statistical and qualitative data analysis packages.
    • Group and individual tutorials to monitor student progress through the course.
    • Group and individual tutorials to support group projects.
    • Individual final project supervision.
    • Self-directed studies within the planned schemes of work of all units.

    Industry accreditations and support

    The British Psychological Society

    BSc (Hons) Psychology of Fashion is accredited by The British Psychological Society, the representative body for psychology and psychologists in the UK, responsible for the promotion of excellence and ethical practice in the science, education, and practical applications of the discipline. Our course accreditation provides graduates with a route to membership of The British Psychological Society. Joining the Society as a student member brings a range of benefits that will enrich your experience in higher education. As a psychology student on an accredited course, membership of the British Psychological Society will broaden your appreciation of your subject, help you keep abreast of new developments and offer networking opportunities.

    The British Psychological Society Accredited Undergraduate Psychology

    UAL Showcase

    Explore work by our recent students on the UAL Showcase

    Dr. Mason Silveira | Course leader | BSc (Hons) Psychology of Fashion

    BSc (Hons) Psychology of Fashion at London College of Fashion, UAL

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    Dr Mason Silveira is the BSc (Hons) Psychology of Fashion Course Leader and a lecturer in psychology. He completed his Master’s degree and PhD at the University of British Columbia (Vancouver, Canada), where his research investigated the neurobiology underpinning decision-making with cognitive effort costs. He subsequently spent two years as a postdoctoral researcher in the Experimental Psychology department at Oxford University before joining LCF. Mason is interested in how neuroscience and its related tools can inform fashion design and consumption, and in understanding the consumer decision-making process. In his spare time Mason enjoys going to art galleries, keeping up with emerging London designers, and upcycling old clothes (albeit with questionable results).

    Dr Soljana Çili is Senior Lecturer in Psychology. She has a first-class Bachelor of Psychology (Hons) and a PhD in Psychology. She is a Chartered Psychologist and Fellow of Advance HE (FHEA). She chairs the Psychology Research Ethics Panel and serves on the College’s Research Committee, Research Degrees Sub-Committee, Academic Misconduct Panel, and REF Working Group. Her research interests revolve around autobiographical memory, intrusive mental images, development of personality and the self, psychopathology, and cognitive-behavioural therapeutic interventions. Soljana has published her work in peer-reviewed journals and presented it in national and international conferences. She is co-author of the book Autobiographical Memory and the Self: Relationship and Implications for Cognitive-Behavioural Therapy.

    Patrick Fagan is a part-time lecturer in Psychology. He has a BSc in Psychology and an MSc in International Marketing. Patrick is also an Associate Lecturer in Consumer Behaviour and the Psychology of Marketing and Advertising at Goldsmiths College, University of London. He is a member of the Psychology Research Ethics Panel. He has published peer-reviewed papers on topics ranging from price psychology to Facebook psychology. Patrick also frequently writes for press and blogs, appearing in publications like The Guardian, The Evening Standard and AdMap, and also makes radio and TV appearances on consumer psychology. Moreover, Patrick has an extensive experience applying brain science to business, having worked for a number of behavioural science consultancies. Patrick’s book, Hooked: Why cute sells, and other marketing magic we just can't resist is with Pearson Business.

    Dr. Maxi Heitmayer is a lecturer in Psychology. He holds a PhD in Psychological and Behavioural Science from the London School of Economics and Political Science and has a background in Sociological and Political Theory, as well as Social and Media Psychology. Maxi’s research interests revolve around smart device and technology use, smartphone & social media addiction, new research technologies, and augmented and virtual reality. His research mainly uses digital video ethnography techniques (SEBE) to study how users interact with their devices in naturally occurring contexts, what routines and behavioural patterns they have developed, and how this influences their decision-making processes, particularly regarding the use of time and the direction of attention. He also works on human interactions in digital spaces and virtual reality environments with a focus on social norms and culture.

    Dr Young-Jin Hur is the course leader of the MSc in Applied Psychology in Fashion and an Early Career Researcher at UAL. He completed a psychology PhD at University College London (UCL) in the field of empirical aesthetics with his thesis ‘An empirical aesthetics of the sublime and beautiful’. He holds an MPhil in Social and Developmental Psychology at the University of Cambridge and a BSc in Experimental Psychology at UCL. At LCF, Young-Jin teaches research methodology and statistics and runs his own research on the predictors of fashion preferences and behaviours. Young-Jin regularly presents his research at international conferences and has published in peer-reviewed journals. In his free time, he is a classical music journalist and runs a classical music blog, Where Cherries Ripen.

    Dr Ameerah Khadaroo is a Lecturer in Psychology, a Chartered Psychologist and an Early Career Researcher at UAL. She completed a PhD in Psychology at the University of Warwick. She also has degree in Psychology (First Class) and a Masters in Child Psychology (Distinction). Prior to joining UAL, Ameerah lectured and undertook research at other universities. Ameerah is a member of the Psychology Research Ethics Panel. She has contributed to the press, academic journals and conferences in her main areas of expertise; notably developmental psychology, well-being, fashion and identity, parenting, qualitative research methods and mixed methods. Ameerah has a growing interest in exploring fashion from a developmental psychological perspective, particularly with a focus on fashion, well-being and identity among young people.

    Dr Jekaterina Rogaten is a Senior Lecturer in Fashion Psychology. Jekaterina obtained a BSc degree and a PhD in Psychology. She is a Fellow of Higher Education Academy and a BPS Chartered Member. Jekaterina has extensive teaching experience in psychology, especially quantitative research methods, as well as research experience working on multiple large-scale national, European, and international research projects. Her main expertise is in quantitative research methods and analytics. Jekaterina’s research areas involve learning analytics with a particular focus on learning gains, optimal performance, creativity, metacognition, emotions, flow, and motivation. Her latest projects involve research into the use of virtual exchanges in teaching and learning, psychological structures and processes in fashion-related context, fashion and body image, as well as enclothed cognition.

    Dr Zoi Zoupanou is a Specialist Technician in Psychology (Teaching & Learning). She obtained a BSc in Psychology (Hons) at University of Athens, a Diploma in Cognitive Behavioral Psychotherapy at University College London, an MSc in Psychological Research Methods at University of Exeter and a PhD at University of Surrey. She’s contributed  as peer reviewer with the Science Publishing Group: Psychology and Behavioral Science. She has published to peer review academic journals including the Europe’s Journal of Psychology, PLOS ONE, International Journal of Quantitative and Qualitative Research Methods and the Work. Her areas of interest include mixed qualitative and quantitative data analysis and methods. In her current role as specialist technician she’s presented workshops and taught activities on SPSS, NVIVO, Qualtrics and Excel at London College of Fashion. She’s supported students in groups and one to one scenarios. She is a Chartered Psychologist and a Mindfulness Teacher from the UK College of Mindfulness Meditation.

    Fees and funding

    Home fee

    £9,250 per year

    This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

    Tuition fees may increase in future years for new and continuing students.

    Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

    International fee

    £28,570 per year

    This fee is correct for entry in autumn 2024 and is subject to change for entry in autumn 2025.

    Tuition fees for international students may increase by up to 5% in each future year of your course.

    Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

    Scholarship search

    Entry requirements

    The standard minimum entry requirements for this course are:

    One or a combination of the following accepted full level 3 qualifications.

    • Three A Level Passes at Grade B or above (preferred subjects include Sociology, Biology, Mathematics, English, Philosophy, Economics, Politics, Business Studies and Psychology (please note, Psychology A Level needs to be passed at Grade C or above)).
    • Distinction, Distinction, Merit at BTEC Extended Diploma (preferred subjects Art & Design);
    • Distinction Foundation Diploma in Art and Design;
    • Merit at UAL Extended Diploma;
    • Access Diploma or 120 new UCAS tariff points from the Access to HE Diploma;
    • 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;
    • equivalent EU or non-EU qualifications;
    • or 25 IB Diploma;
    • and Six GCSE passes at grade A*-C or grade 9-4, including Maths and English.

    APEL (Accreditation of Prior (Experiential) Learning)

    Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that 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

    Each application will be considered on its own merit but we cannot guarantee an offer in each case.

    English Language Requirements

    IELTS level 6.5 with a minimum of 5.5 in reading, writing, listening and speaking. Please check our main English Language Requirements.

    Selection criteria

    The course team seeks to recruit students who can demonstrate:

    • Clear academic interest in the application of psychology to aspects of the business of fashion;
    • An engagement with analytical and evaluative activities particularly in the pursuit of understanding human behaviour;
    • An analytical problem-solving approach;
    • A proactive attitude and independent approach;   
    • An ability to multi-task;
    • Strong numeracy skills;
    • Able to communicate orally and in writing. 

    Apply now

    Places available 2024/25 

    This course has places available for 2024/25 entry.

    If you don’t need a student visa to study in the UK, complete our self-apply form by clicking the 'start your application' button to make an application to UAL.

    Please note that the guidance below relates to the main UCAS application process. To find out how to apply for a course starting in September 2024, read our Guide to applying through Clearing.

    Applications for 2025/26 entry will open in Autumn 2024.

    Apply now

    Places available 2024/25 

    This course has places available for 2024/25 entry.

    Please note that the guidance below relates to the main UCAS application process. To find out how to apply for a course starting in September 2024, read our Guide to applying through Clearing.

    Applications for 2025/26 entry will open in Autumn 2024.

    Apply to UAL

    International students can apply to this course through UCAS with the following codes:

    University code:


    UCAS code:


    Start your application

    Apply with a UAL Representative

    Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

    Find your representative

    How to apply

    Follow this step-by-step guide to apply for this course

    Step 1: Initial application

    You will need to submit an initial application including your personal statement.

    Personal statement advice

    Your personal statement should be maximum 4,000 characters and cover the following:

    • Why have you chosen this course? What excites you about the subject?
    • How does your previous or current study relate to the course?
    • Have you got any work experience that might help you?
    • Have you had any life experiences that have helped influence your decision to apply for this course?
    • What skills do you have that make you perfect for this course?
    • What plans and ambitions do you have for your future career?

    Visit the UCAS advice page and our personal statement advice page for more support.

    Step 2: Interview

    You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

    For top tips, see our Interview advice.

    You also need to know

    Communicating with you

    Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

    Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

    Visas and immigration history check

    All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

    External student transfer policy

    UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

    Alternative offers

    If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

    Deferring your place

    You must apply in the year that you intend to start your course. If you are made an offer and your circumstances change, you can submit a deferral request to defer your place by 1 academic year. You must have met your conditions by 31 August 2024. If you need an English language test in order to meet the entry requirements, the test must be valid on the deferred start date of your course. If not, you will need to reapply. Requests are granted on a first-come, first-served basis.

    Contextual Admissions

    This course is part of the Contextual Admissions scheme.

    This scheme helps us better understand your personal circumstances so that we can assess your application fairly and in context. This ensures that your individual merit and creative potential can shine through, no matter what opportunities and experiences you have received.


    All of our undergraduate courses offer career development, so that you become a creative thinker, making effective contributions to your relevant sector of the fashion industry.

    LCF offers students the opportunity to develop Personal and Professional Development (PPD) skills while studying through:
    • An on-course work experience or placement year. Please note, this is not available on every course; please see the Course Details section for information about work placement opportunities.
    • Access to to speaker programmes and events featuring alumni and industry.
    • Access to careers activities, such as CV clinics and one-to-one advice sessions.
    • Access to a graduate careers service
    • Access to a live jobsboard for all years.
    • Advice on setting up your own brand or company.
    Graduates who wish to continue their education at postgraduate level can progress to suitable courses within the College, the University or elsewhere.

    Career paths

    It is envisaged that graduates from this course and those who continue onto the MSc, 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 jobs are:

    • Consumer behaviour expert
    • Data analyst
    • R&D research scientist