COTTON USA Reveals Rules for Putting Together a Winning Outfit in Italy

COTTON USA Reveals Rules for Putting Together a Winning Outfit in Italy

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COTTON USA teamed up with a well-known psychologist in Italy to find out what people subconsciously communicate when they wear an outfit. 

The study revealed that an excess of complexity is not well received, whereas simplicity conveys openness, reliability and authenticity. In terms of simplicity, choosing high quality natural fibers, such as U.S. cotton, positions the wearer as having a leading personality and caring more about character than appearances.

Being aware of non-verbal messages coming from colors, shapes and fibers of the garments chosen in everyday life is essential to understand others and to choose the appropriate outfit for each occasion.

Following the study, an infographic was created to challenge Italian consumers to find out how much they knew about "vestemics," a term coined by the psychologist to describe the science of an outfit. The results of the study were released and coverage was garnered in prestigious dailies such as Corriere della Sera and La Stampa, as well as online with the Italian number one newswire, ANSA.