Scientific proof that you should wear what makes you happy.

A new fashion phenomenon sweeping China is "Dopamine Dressing" - the fashion movement that's all about embracing the science of happiness through your wardrobe. A popular influencer Baizhou Xiaoxiong (@白昼小熊) began sharing posts from what they referred to as “Rainbow Dressing” in early May of this year, almost instantly garnering a whopping 3.35 million likes.

While the trend has been prominent on TikTok since 2022, its principles carry over to today, in a continued vote for self-confidence and empowerment. Dopamine, often referred to as the "feel-good" neurotransmitter, plays a crucial role in our emotional well-being, according to the National Institute on Drug Abuse. The Cleveland Clinic states that when we experience a rush of dopamine, we feel happier, more motivated, and even more self-assured. Dopamine Dressing leverages this powerful neurotransmitter by encouraging individuals to wear clothes that make them feel fantastic.

The philosophy behind Dopamine Dressing is simple: wear what makes you happy, and you'll radiate positivity. Whether it's that vibrant red dress that makes you feel unstoppable or those funky sneakers that make you strut with confidence, these clothing choices can trigger the release of dopamine, leading to an instant mood boost.

The benefits of this fashion movement extend far beyond fleeting moments of joy. Dopamine Dressing has the potential to boost self-esteem, increase productivity, and even enhance overall well-being. When you dress in a way that aligns with your personality and makes you feel your best, you become more resilient and better equipped to tackle life's challenges.

Self.com also shares that consistently styling yourself according to the Dopamine Dressing principle can ignite a positive feedback loop. "Dopamine is responsible for anticipating how the outfit is received from others, and for gauging the feedback we’re getting from the social world,” Matt Johnson, PhD, a neuroscientist and professor of marketing psychology at Hult International Business School says. “When the overall experience is positive, we experience a general boost in our overall mood.” So if, for example, you feel your best in different hues and tones of blue and you receive compliments from others while wearing the color, your dopamine response can signal that good things happen when you wear blue.

What we’ve gathered on Dopamine Dressing as a movement though, is that happiness looks different for everybody—most may go the more straightforward route of bright colors and happy silhouettes, others like myself may feel more inclined to channel a darker, more brooding hero within us. Don’t be fooled—Both can be just as striking.

So, the next time you're standing in front of your closet, remember the power of Dopamine Dressing. Choose the outfit that sparks joy, and watch as your confidence soars, your smile widens, and your day becomes a little brighter. After all, when you look good and feel good, there's nothing you can't conquer.

Rains explores self-empowerment in the face of change in their recent HERO collection in Paris. Using shapes, silhouettes, and colors that channel boldness and bravery, Rains challenges us to bring the fantasy of being our own heroes into our reality. Urban Traveller & Co. is proud to offer the Autumn Winter 2023 HERO Collection, featuring the Rains Long Jacket, the Rains Bucket Backpack, the Rains MSN Bag in new colors, the Rains Hilo Weekend Bag, and other great new Rains bags. 

Our first time to bring in Rains apparel to our stores, the Long Jacket is a longer version of Rains' bestselling classic design, Jacket. An ever-contemporary unisex rain jacket is designed to serve high functionality in a minimal silhouette. Features include double welded slanting flap pockets, adjustable cuffs and a fishtail hem. The look is finished with snap fastenings, under-arm eyelets, and a back yoke with concealed vents.

This waterproof jacket, like all Rains bags, features their sturdy yet smooth water-resistant signature PU fabric, and comes in a variety of colors. Check out RAINS, available at all Urban Traveller & Co. stores and online at www.urbantravellerco.com.