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In 2016 Shakaila became the first Black person in the world to earn a master's degree in fashion psychology. Her research surrounded the underrepresentation of Black models in fashion media, its impact on consumer behaviour and the self-concept of young Black women. After her paper was published in the International Journal of Market Research she broadened her focus, created the platform 'Fashion is Psychology' and has worked with global brands to unpack the psychological impact of style and beauty.She has been featured in The Guardian, Stylist, CNN, Who What Wear, Gal-Dem and more. Her work has been published in Vogue, Marie Claire UK, i-D, The Times and Sunday Times Style, and Grazia. She is regularly called on for comment and expert insight into trends, sustainability research, and representation in the fashion industry, and has worked with and provided psychologically focused PR, branding and marketing advice to international brands including Next, Afterpay, Tu Clothing and Stylist.

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