Where neuroscience meets fashion

Uniqlo’s latest retail brainwave allows you to pick the right T-shirt to match your mood.

What T-shirt would you buy if you ignored your fashion taste and let only your brain decide? That’s exactly what Uniqlo in Sydney allowed shoppers to do when it launched UMood, a device that monitored their brainwaves. After they’d watched a series of images symbolizing different emotions, the device analysed their mood and suggested corresponding T-shirts. Since Uniqlo offers colour and pattern combinations amounting to a total of 600 T-shirt designs, who could resist a little help?