Dopamine dressing

Have you ever dressed to boost your mood? The mindful selection of clothing to feel happier has a name: dopamine dressing.

We’ve all felt the spring in our step from a fresh haircut or a new outfit.

When we look good, we tend to feel good. And, consciously or not, when we look at our wardrobe in the morning, we often dress to match our mood. But have you ever dressed to boost your mood?

The mindful selection of clothing and accessories to feel happier has a name: dopamine dressing.

“Coming out of lockdown, people have definitely been trying to buy things that make them feel special,” said Wendy Trinet, owner and creative director of Eyes on Floyd, a clothing and accessories label based in Camberwell Junction.

This fashion trend may have gained popularity during the pandemic, but the effect clothing can have on our behaviour has been a research topic for psychologists for more than a decade.

The trend is named after the neurotransmitter dopamine, which our body uses to send messages between nerve cells. When the brain releases a large amount of dopamine, it creates a sense of pleasure and rewards us for the associated behaviour.

Many things can affect our body’s dopamine production including diet, exercise, sleep and sun exposure.

Research shows colour plays a big part in affecting mood. But when it comes to which hues spark joy, that’s a mixture of our own personal experiences and cultural upbringing.

Generally, in Western culture, warm colours evoke feelings of warmth and joy but, in the case of red, they can also be associated with anger.

Cool colours are often considered calming but can also evoke feelings of sadness – hence the phrase ‘feeling blue’.

“In my collections, there is a definite impact of colours and fabric on the customer’s mood,” said Anabela Mangogna, owner of Camberwell Junction fashion store Bellite.

“I can particularly see it on the Jimmy jackets that are very colourful and also shiny around the collar and wrist areas. It gives a quick impression of wearing jewellery and as soon as they wear one of these jackets, it gives them a certain ‘je ne sais quoi’. The colours and shine of the jacket will definitely add a touch of happiness and joy to the simplest outfit.”

But it’s not as simple as feeling happier just because you have more colour in your wardrobe. Dopamine dressing is individual. It’s about wearing clothing and accessories that have a symbolic meaning to you.

“I have a winter coat, called a shacket, which is a long coat with a curved hemline and buttons all the way down in green and black. I wore it all last winter… and I felt like I always looked dressy,” said Ms Trinet.

“That’s one piece I wear every day during winter, and I always feel good. I can wear it with trainers or dress it up with heels.”

For Ms Mangogna, it’s the eye-catching quality of shiny and sparkly materials that makes her heart sing.

“In my collections I can think, for example, of the Funchal jackets that are covered in sequins, the Nanou or Celina dresses with golden thread patterns, or the glittery fabric of the Farah pants that brings back a touch from the ‘70s,” she said.

So, how can you style outfits that incorporate dopamine dressing?

You don’t have to go over the top or completely change your look, said Ms Mangogna. It can be as simple as a small detail.

“We often hear that French women are very elegant. My advice, coming from a French woman, is that there is always a little detail that will enhance the whole outfit and catch attention,” she said.

“This dopamine effect is boosted by this tiny characteristic that will make the difference between a basic outfit and an elegant one.”

Sustainability has its place in dopamine dressing too. Buying local, vintage, ethical or recycled can also make you feel good.

“You feel good when you have something new, but it’s about mixing the old and the new. We’re in a really mindful time of not overspending or over consuming,” said Ms Trinet.

“At the moment it’s all about the ‘90s gumboots so I’ll be wearing the trendy shoes of the moment but with a vintage top. It’s all about how you style it together.”