A new and highly popular interdisciplinary field that studies how style, color and image affect human behavior, as well as the motives and personality traits of people who follow fashion. The science explores the role of fashion in self-expression, social adaptation and the formation of self-esteem, analyzing the patterns of behavior of consumers and creators of fashion content. Over the past few years, fashion psychology has become a part of educational programs, private and business consultations, but it remains a highly criticized phenomenon on the part of many scientists, who see it only as a marketing strategy aimed at increasing sales.