Carolina Herrera SS 2022 Dopamine-High Campaign by Dan Beleiu AOC Fashion

American fashion brand Carolina Herrera injects a big dose of dopamine dressing into their spring 2022 campaign. Alba Melendo styles models Amrit, Bomi Youn and Olivia Martin in brain-response-generating happy colors lensed by Dan Beleiu [IG]. Front and center bags include Herrera’s Charnela Insignia, Initials Insignia, Doma Insignia, Capazo bag, and Bimba Bag.

Carolina Herrera Supports Dopamine Dressing

Since writing our first post on dopamine dressing, AOC has been deeply immersed in a favorite topic: brain science. When we use the terms ‘dopamine dressing’, we are suggesting that beyond the symbolic value of certain colors — which are cultural and subjective — there is a brain response that humans don’t control.

Fashion experts argue that if women feel more confident in black, this reality governs their brain response to color. AOC rejects this position in the moment, based on the latest research.

Model wears Sp 2022 pink shirtdress by Carolina Herrera.

To keep it simple, we agree that individual women or men may override their brain’s response to color with a preference for black. But when brains are wired up in a method called magnetoencephalography (MEG) which tracks neuron activity and which dopamine-fueling, ‘happy’ regions of our brains ‘light up’ when exposed to certain colors, black is not the winner.

AOC’s interest in dopamine dressing is grounded in the fact that in the pre-COVID period of 2015-2018, 18% of American woman had used antidepressants in the last 30 days, according to the CDC. AOC believes that the brain doesn’t lie.

Read on: Carolina Herrera SS 2022 Dopamine-High Campaign by Dan Beleiu AOC Fashion