Female sexual advertisement reflects resource availability in twentieth-century UK society

Evolutionary theory suggests that men and women differ in the characteristics valued in potential mates. In humans, males show a preference for physical attractiveness, whereas females seek cues that relate to resources and future earning potential. If women pursue marriage as an economic strategy, female sexual advertisement should increase during periods of poor economic conditions when the number of high-quality male partners becomes a limited resource. To test this prediction, measures of skin display and clothing tightness were taken for clothes portrayed in UK Vogue magazine from 1916 to 1999. These estimates of sexual advertisement were analyzed in relation to an index of economic prosperity (GDP), while controlling for general increases in economic conditions and sexual display over the course of the past century. The results indicate that female sexual display increases as economic conditions decline, with the level of breast display and the tightness of clothing at the waist and hips the key factors underlying this increase. Breast size and symmetry and female body form are secondary sexual characteristics that play an important role in sexual attractiveness. Since advertisement of these features increases as levels of competition for high-quality partners increases, females appear to use marriage as an economic strategy. Patterns of female fashion appear to be underpinned by evolutionary considerations relating resource availability to female reproductive success.