In 2016 Shakaila became the first Black person in the world to earn a Master’s Degree in the field of Fashion Psychology. Her research area focused on the underrepresentation of Black models in the fashion industry and its impact not only on consumer behaviour but on the self-concept of young Black women. After her paper was published in the International Journal of Market Research she broadened her focus and created the platform ‘Fashion is Psychology’ which has since become one of

fashion psychologist

the leading destinations for insights, research and writing centred around all things Fashion Psychology. She’s worked on impactful projects with brands such as Afterpay, Next and Sainsbury’s and has been featured in countless global publications. Despite having a niche subject focus she has developed a strong and highly engaged audience made up of mostly women based in the US, UK and India. 


Throughout her career Shakaila has been honoured to work with some amazing brands, retailers and organisations, some of which are highlighted below

Afterpay / Clearpay

As Afterpay’s in-house Fashion Psychologist Shakaila provides insights for data-driven stories on consumer shopping behaviours and trends.

Northwest London Waste Association

Shakaila collaborated with NLWA on their Swish and Style campaign to promote the launch of their city-wide clothes swapping event.

Sainsbury's TU clothing x Stylist

Shakaila provided insights and commentary for Sainsbury’s TU clothing “Dress Well, Feel Good” AW20 campaign.


For Next’s #dresslikeaboss campaign Shakaila presented research on how clothes can be used as a tool to navigate imposter syndrome.


Some of the publications Shakaila and FiP have been featured in

There are countless topics under the umbrella of Fashion Psychology.

Through her collaborations, features, consultancy projects and through her own platform, Shakaila haa a keen insight into the following areas:

  • The practice of mindful shopping.
  • How to use clothing as a tool to manage your mood and emotions.
  • How clothing can act as a time capsule.
  • Psychotextiles and the link between physical sensation and emotions.
  • The role of style in identity formation.
  • The evolving concept of ‘enclothed cognition’.
  • The true impact of inclusivity and representation.
  • Social media’s impact on wellbeing, identity formation and body positivity.
  • Attachment, clothing and sustainability.
  • Retail Therapy and more…


Emma Britton​

"Shakaila Forbes Bell’s bespoke talk was both interactive and informative, relaxed and professional. Shakaila is an excellent public speaker, who tailor met our needs as an organisation. I highly recommend her!'​”

Beth Lambert

"Shakaila Forbes Bell provided a workshop which was both engaging & informative, bustling with fascinating insights into fashion & human behaviour​”

Want to work with Shakaila or FiP?
Get in touch!