"WE DON'T EVEN LIKE
SCIENCE..!"
PAPÀ is....
OBSESSED. PAPÀ is committed to interrogating the influence of fashion—not only on what people wear, but on how they think, behave, aspire, and belong. At its core, PAPÀ is a research-driven, critically engaged space that examines how clothing, branding, and aesthetics shape human experience. This includes the psychological effects of self-image, the emotional drivers behind consumption, and the unspoken codes that govern identity, status, and access.
Rooted in behavioural science, cultural critique, and fashion psychology, PAPÀ works from the belief that fashion is not neutral - it impacts wellbeing, reinforces or disrupts value systems, and quietly upholds structures of power. The consultancy was created to study these forces, challenge their assumptions, and support more conscious forms of creativity, commerce, and communication.
Through a fusion of fieldwork, research, and personal experience, PAPÀ explores the often-overlooked consequences of trend cycles, wealth signalling, identity branding, and the commodification of selfhood. With a background spanning luxury retail, fashion media, mental health, and psychological theory, PAPÀ offers an inside-out perspective—equally fluent in the language of the market and the mindset of the consumer.
Fashion reflects the world it lives in revealing not just taste, but truth. PAPÀ exists to hold space for critical thought in a hyper-visual world. To ask difficult questions about influence. To support brands and institutions that are ready not just to look good—but to do good.