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DOI: 10.15862/15IVKL325 (https://doi.org/10.15862/15IVKL325)

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Petrova E.A. History, modernity, and prospects of domestic fashion psychology from the position of a psychosemiotic approach. Journal of Clothing Science. 2025; 10(3). Available at: https://kostumologiya.ru/PDF/15IVKL325.pdf (in Russian). DOI: 10.15862/15IVKL325

History, modernity, and prospects of domestic fashion psychology from the position of a psychosemiotic approach

Petrova Elena Alekseevna
Academy of Imageology, Moscow, Russia
E-mail: petrova-sorina@yandex.ru
ORCID: https://orcid.org/0000-0002-3835-1178
RSCI: https://elibrary.ru/author_profile.asp?id=640461

Abstract. The article is devoted to the history, current state, and development prospects of domestic fashion psychology, which is defined as a field addressing the study of the social shaping of a person’s appearance from the perspective of various branches of psychological knowledge: psychosemiotics, psychology of perception, personality psychology, social perception, social psychology, psychology of professional activity, psychology of communication, and imageology. Five main subject fields of fashion psychology are identified: (1) psychological problems of a person related to the perception of their own appearance; (2) the objectification of personality through costume as a symbolic expression of individuality and the possibility of its psychodiagnostics; (3) the self-presentation of the «self» image and impression management (visual image) through costume; (4) socio-psychological interpretation of personality based on costume; (5) costume therapy as psychological correction of personal problems through clothing. The origins of domestic fashion psychology in the research of the 1980s–90s are described, and its further development within the scientific school of Professor E.A. Petrova is shown. The prospect for the further development of costume therapy (fashion therapy) is presented in the area of corrective influences on the psyche through clothing; defining target groups for various types of costume therapy; obtaining an evidence base for the effectiveness of costume therapy; the universality of the psychotherapeutic quality of mass-produced clothing; the presence of psychotherapeutic potential in specific fashion trends and clothing styles. The problem of the competence of a specialist capable of implementing costume therapy technologies is raised.

Keywords: fashion psychology; subject field of fashion psychology; history of domestic fashion psychology; psychosemiotic approach; E.A. Petrova’s scientific school of fashion psychology; imageology; prospects for the development of fashion therapy

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