Color has an immediate and long lasting impact on viewers as it plays a crucial role in the world of fashion to help recognize one’s personality. In addition to this, a colorful world is a world of meaning because people have always used color as symbols of one’s image, identity and personality; making the color of one’s clothing become the first aspect to be glanced upon by people in the first meeting. Intrigued by this fact along with the role color plays in the world of women’s fashion in addition to noticing women wearing red often than any other color during important personal or public occasions; the aim of this dissertation is to examine the color of clothing worn by women in different occasions in order to explore whether colors with specific reference to red really play an important role in women’s fashion along with to address the question of whether women dress up in red as they perceive red to be a symbol of sexual attraction for men or it is a mere coincidence to see women dress often in red. Starting with an overview with theories related to color psychology and male gaze, the earlier conducted experiments on the color red and women and a self- conducted survey will be analyzed to see if the elements of the theories are in fact evident in the color chosen by women. Colors which both support and go against the theories will be further analyzed before this dissertation lead to its final overall conclusion.

LITERATURE REVIEW

This literature review will critically examine the theories and the earlier studies that have already been conducted in this area and draw on any conclusion presented in the studies to back up the findings of this dissertation. Much of the research in this area has looked into studies where red is considered to increase the physical and sexual attractiveness of the women which results the men to view women as more attractive and more sexually desirable in red. In addition to this, many studies even reveal that romantic attraction of men increases seeing their partner in red. Studies also claim that men seem unaware of this red effect alongside red does not influence women’s perceptions of the attractiveness of other women, nor men’s perceptions of women’s overall likeability, kindness, or intelligence. Also theorists argued the fact that perception of the woman’s sexual intent is not moderated by attractiveness rating instead by the color her clothing.

METHODOLOGY

This thesis looked into several secondary resources like theories and experiments carried out in the past related to color being a vital factor in the world of women’s fashion. It also included primary research like a self- conducted survey containing a questionnaire about color and women which was distributed among the audience in public in addition to major emphasis via social networking sites like Facebook, mainly to women aged between 18-45 years residing not only in London but other parts of the world like Singapore and India to decode a few in order to get an overall review of women across the globe and not specific countries to avoid looking specifically for results to prove the hypothesis. Social networking sites like Facebook were used as a main medium to conduct this survey because today being a part of a modern world; people prefer to be tech savy rather than follow the old traditional ways be it to fill surveys or to stay connected with friends and families. In addition to this, the main purpose to choose this target group i.e. age group between 18-35 years was that it is this age span which are considered crucial in a women’s life where she feels the need to dress up to make her feel confident about herself in public with a secret desire to be loved and adored by her partner; thus perfect for my research point of view. However; before drawing any conclusion to this thesis, the results of both the previous carried out experiments and theories as well as the self conducted survey were analyzed to avoid looking specifically for the results of red being women’s favourite color to attract male sex to prove the hypothesis of this dissertation.

FINDINGS
Having carried out the survey about importance of color and women, I came acroos several intriguing facts.