Andrew Thompson on why "dopamine dressing" is set to be the trend of 2022

Dopamine dressing is predicted as the trend of 2022 and involves dressing with the intention of boosting your mood. As the world begins to recover from the reeling effects of the covid 19 pandemic, are we going to become more expressive in the way we dress and could we see an increase in more cheerful aesthetics? Fashion press had coined the term "Dopamine Dressing" in 2021, since then it has gained additional significance and momentum with no signs of slowing down, quite the opposite in fact.

“Dopamine Dressing explains how the clothes in which we wear can make us feel more positive. It was born out of one of the core principles which explains our motivations behind why we dress a certain way and why we buy certain clothing to satisfy our emotional needs”.

Shakaila Forbes Bell via Fashion Psychology

However ‘Dopamine Dressing’ doesn’t stop at positivity, we can effuse many different emotions or feelings through the colours, textures that we choose to wear.

“Touch has a huge impact on our psychological and physical wellbeing,” says Professor Robin Dunbar, (via The Guardian) an evolutionary psychologist at the University of Oxford.

Products and dressing habits have also evolved to integrate performance and lifestyle aesthetics that optimise everyday use.

Via @dingyun_zhang Instagram

To use a current example, CSM graduate Ding Yin Zhang has built an amazing brand around personal cocooning and futuristic outerwear for his own brand, Yeezy and Moncler Genius. The designer also does this by using biodegradable nylons, deadstock fabrics and pushes material innovations around protectionism.

Materials also have the ability to offer us respite from busy lifestyles as well as protect us from injury and, in some cases, deter infection from the use of antiviral or antimicrobial coated textiles/leathers.

Colour, style, and texture can all have psychological associations. For many people, the colours they surround themselves with can have a major impact holistically, the closest example I can think of is how we obsess and bathe ourselves in home interiors to align emotively.

Conversely, its not only bright colours we should consider, darker hues such as black are symbolic of mystery, power, elegance and sophistication. Other connotations evoke emotions such as sadness and anger. It can also be viewed that black conveys a sense of longevity and anti-fashion sentiment; just look at designers such as Rick Owens whose dark designs span the test of time.

Dior SS22

Over the last two years we have seen the softening of colour palettes which is symbolic to the sign of the times. Warm simple colours envisioning more of a slow design language and eco natural fabrications transition into something more explosive, lurid and highlighted by the dopamine trend.

For example from a colour perspective, the dopamine colour chart shown throughout various SS22 catwalks was spectacular. Joyous zingy oranges, acid yellow, apple green, aqua blues and digital purple hues selected without restraint. Personal highlights were Jacquemus SS22 Le splash collection (main image) right through to Dior’s 60’s space age vibes.

Adidas X South Park

Luxury brands aren’t the only ones involved in the rush of optimism in product creation. Adidas have recently launched a collaboration with 1999's South Park. The adapted trainer pack uses idiosyncratic styling in fabrications with a splash of wild colour and a sprinkle of nostalgia.

How many of you are advocates for using self expression as a means to boost health and wellbeing? Is this a new manifestation of fashions role to be a catalyst for change or fashion semantics at play? Wherever I can get away with it I will definitely be embracing this euphoria effect of a bit of dopamine dressing, expressing full on hedonism whilst there aren’t any restrictions.  How about you will you be embracing mood boosting colours, textures or graphics as a form of playful escapism? Come on in there is room for everyone!

Andrew Thompson

Andrew Thompson is a thought leader with over twenty years' experience as a footwear Trend Forecaster and Design Director having worked with brands such as Vans USA, Kurt Geiger, Topman, Nicole Fahri and Clarks International to name a few. He is also founder of footwear consultancy Fablefootworks.