Does wearing red really make you look hot?

Scarlet dresses are outselling black ones but studies have cast doubt on the colour’s effect on sexual attraction

Theresa May knows it. Jane Russell and Marilyn Monroe exploited it to stunning effect. Even singer Chris De Burgh was aware of the transformative powers of the colour red.

This is not just the judgment of the stylist who helped the prime minister choose her Amanda Wakeley number for a charity bash last week, or Howard Hawks, who dressed Monroe and Russell in glitzy red robes in Gentlemen Prefer Blondes. Countless psychological experiments have confirmed that wearing red clothing increases attractiveness and sex appeal.

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Alex Vidal