Designing for the Famous: Psychology of Building a Brand in Haute Couture Shoe Design and Fashion

By Simon B. N. Thompson, Yasmin Hussein and Natalie Jones.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Award-winning and internationally recognised shoe design house, Nadderzique, was showcased at the 2008 Cannes International Film Festival. Nadderzique enlisted psychologists to analyse ‘fashion personality’ - who buys haute couture and what does fashion tell us about its wearers? To determine the psychological personality profile of their clientele as well as how fashion itself informs us about the people who wear haute couture, research focused on whether personality is reflected through a person’s clothing (their fashion). The study also considered whether there was a link between personality, fashion and anxiety. Using a within-subjects design, an opportunistic sample of 60 male and 60 female students were recruited. The well-known Eysenck Personality Inventory and Hospital Anxiety and Depression Scales were used to measure personality and anxiety / depression, respectively. ‘Fashion’ was measured using specially developed scales. Positive correlations between fashion and personality were found with significant relationships between anxiety, personality and fashion. These findings informed the design process for enhancing the Nadderzique shoe brand.

Keywords: Celebrity, Haute Couture, Nadderzique, Personality, Psychology, Shoe design

Design Principles and Practices: An International Journal, Volume 5, Issue 5, pp.53-72. Article: Print (Spiral Bound). Article: Electronic (PDF File; 2.611MB).

Asst. Prof. Simon B. N. Thompson

Associate Professor of Clinical Psychology & Neuropsychology, Psychology Research Centre, School of Design, Engineering & Computing, Bournemouth University, Poole, Dorset, UK

Dr. Simon Thompson, formerly Visiting Professor at the University of Portsmouth, is Associate Professor of Clinical Psychology and Neuropsychology, Bournemouth University, UK. He is internationally recognised Specialist in Clinical Neuropsychology and has worked alongside fashion designers and researchers designing and marketing products and advising fashion houses on design and target clientele. He has talked at international conferences, on film, TV and radio and has published over 200 academic publications in addition to 20 books. He lectures and leads research at the Psychology Research Centre, School of Design, Engineering and Computing, Bournemouth University, UK as well as acting as External Examiner and Assessor to universities.

Yasmin Hussein

Research Psychologist, Psychology Research Centre, School of Design, Engineering & Computing, Bournemouth University, Poole, Dorset, UK

Yasmin Hussein is a psychology graduate of Bournemouth University and has been working on projects that consider the personality of buyers of fashion and haute couture. Working with Associate Professor Simon Thompson, she examined the psychological profiles of various clientele to determine whether fashion tells us about its wearers as well as informing design houses on their potential buyers.

Natalie Jones

Shoe Designer, Head of Shoe Design, Nadderzique, Winchester, Hampshire, UK

Natalie Jones is Head of Shoe Design at internationally aclaimed Design House, Nadderzique. She is a graduate in Textile Design from Central Saint Martins School of Art & Design. She has designed for international clientele including actresses in film. She designed the pair of red stilettos worn by the lead actress in the film “Stiletto” which was showcased at the 2008 Cannes International Film Festival, France. These stilettos were central to the story of the film and also featured throughout the film’s advertising campaign.

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