• Ratna Kumari M
• Ms. Nagaveni K
• Mr. Goutham N
• Dr. Mamatha Hegde

This paper explores personal styling as a human-centered, emotionally driven service within the Indian context. Drawing from an ethnographic study at KASH Studio, a boutique styling firm in Bengaluru, it investigates how personal stylists serve not only as fashion consultants but also as emotional caregivers, identity facilitators, and cultural translators. The research is grounded in theories of Symbolic Interactionism, Maslow’s hierarchy of needs, fashion psychology, and emotional labor, framing styling as a therapeutic and transformational experience rather than a transactional one. Through case studies and qualitative data, the study highlights how clients undergoing life transitions — such as postpartum changes, career shifts, or identity redefinitions — rely on styling sessions for emotional recovery, confidence building, and self-expression. It also exposes the hidden emotional labor stylists perform, including managing breakdowns, negotiating cultural expectations, and fostering body acceptance. The findings emphasize the urgent need to incorporate emotional intelligence, cultural sensitivity, and psychological training into styling education. In a fast-paced, tech-dominated fashion landscape, human stylists offer something irreplaceable: empathy, intuition, and context. This study repositions personal styling as a form of emotional support and identity empowerment, calling for a deeper understanding of its psychological and cultural significance in India

This paper explores personal styling as a human-centered, emotionally driven service within the Indian context. Drawing from an ethnographic study at KASH Studio, a boutique styling firm in Bengaluru, it investigates how personal stylists serve not only as fashion consultants but also as emotional caregivers, identity facilitators, and cultural translators. The research is grounded in theories of Symbolic Interactionism, Maslow’s hierarchy of needs, fashion psychology, and emotional labor, framing styling as a therapeutic and transformational experience rather than a transactional one. Through case studies and qualitative data, the study highlights how clients undergoing life transitions — such as postpartum changes, career shifts, or identity redefinitions — rely on styling sessions for emotional recovery, confidence building, and self-expression. It also exposes the hidden emotional labor stylists perform, including managing breakdowns, negotiating cultural expectations, and fostering body acceptance. The findings emphasize the urgent need to incorporate emotional intelligence, cultural sensitivity, and psychological training into styling education. In a fast-paced, tech-dominated fashion landscape, human stylists offer something irreplaceable: empathy, intuition, and context. This study repositions personal styling as a form of emotional support and identity empowerment, calling for a deeper understanding of its psychological and cultural significance in India

"Human-Centered Personal Styling in India: Emotional Labor, Fashion Psychology, and Identity Formation", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 6, page no.j97-j105, June-2025, Available :http://www.jetir.org/papers/JETIR2506913.pdf

"Human-Centered Personal Styling in India: Emotional Labor, Fashion Psychology, and Identity Formation", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 6, page no. ppj97-j105, June-2025, Available at : http://www.jetir.org/papers/JETIR2506913.pdf