The purpose of this study was to evaluate the effect of self-actualization and demographic variables of adult women on the modesty and aethetics in the selection of clothes. The qestionnaire were completed by 647 women in taegu and jinju. The major findings of this research can be summairzed as follows : 1. Marital status has effect on the self-actualizing values. religion, occupation and income have effect on self-acceptance. Marital staus and religion have effect on nature of man. 2. Frequency of contact with mass media has effect on the modesty of clothing. Self-actualization and demographic variables have no direct effect on the modesty of clothing. 3. Self-actualizing values, self-acceptance, nature of man, income, frequency of contact with mass media have direct effect on the aethetics of clothing.