Personal clothing style and self-concept: Embracing the true, the ideal and the creative self

Research shows that clothing style can influence self-perception, cognition and behaviour. However, the concept of personal clothing style and how it is linked to self-concept from an individual and subjective perspective of the wearer has received limited empirical attention. This qualitative study aimed to explore women’s lived experiences and perceptions of personal clothing style. Using a homogeneous sample of seven female participants, data were collected through in-depth semi-structured interviews. Interpretative Phenomenological Analysis revealed that personal clothing style constitutes an embodiment of the true self, representation of the ideal self and expression of the creative self. More specifically, personal clothing style is predicated on self-knowledge, consistency and enduring sense of comfort. It is also perceived to actualize desired self-conceptions and one’s creative potential. Findings not only provide an empirically founded conceptualization of personal clothing style, but also identify its important psychological properties with implications for both psychology and fashion research.