Sex sells?

I know readers are fascinated by my well-informed digressions into the realms of science. Remember when I tried to make a connection between fashion and Charles Darwin's theory of evolution? No? Of course not. The fact these columns are instantly forgettable is part of their charm... and it's good, because I'm about to wheel out the same idea again dressed up in a slightly different outfit.

You don't have to be an anthropologist to see there are strong links between fashion and - how can I put this delicately - reproduction... what about all those theories that high-heeled shoes tilt the body and make the hips move a certain way which ultimately is all about hanky-panky? If you're single and female and you put on a sexy red dress it's likely that potential opportunities for attracting a mate might make up at least five per cent of your choice of outfit (even if you are< a post-femmo independent Alpha female who dresses for herself and would rather go to the Melbourne Cup wearing gravy stained trackies than admit to dressing for the opposite gender).

I over-simplify I know but the great thing about over-simplifying on this matter is that I can't go wrong. Everything, ultimately, is about sex, because frankly we wouldn't be here without it. Of course there is also fashion out there that is specifically designed to hinder reproduction: nuns' habits are deliberately bad when it comes to sex appeal and chastity belts went out of style a long time ago... although I'd argue Coogi knitwear performs pretty much the same function - all those dazzling colours and textures would overwhelm any suitor and send them reeling backwards like someone in a sci-fi movie, blinded by the glare of the enemy alien's flash gun.

Of course some of us are a bit confused about how far to go with the whole sartorial/sexual attraction bizzo and end up sending very mixed messages, hastily pinning a plunging neckline or, by complete contrast, donning a wedding dress made of condoms.

Yes readers, you have interpreted correctly; I did write "a wedding dress made of condoms", for that is one of the innovative pieces showcased earlier this year at a fashion parade in China and brought to me - joy of joys - through cyberspace this morning, when I was wondering what there could possibly be to write about fashion that would be zany enough for this spot.

The parade - which formed part of the China Reproductive Health New Technologies and Products Expo in Beijing earlier this year also featured tight-fitting evening dresses and bikinis and was organised by condom manufacturer, Guilin Latex, to promote safe sex. It seems fashion is so sexy it is being used to sell everything; including cars (witness Kia's recent link up with Silence is Golden at the Australian Motorshow), shampoo (Bettina Liano "designs" for Sunsilk) and now reproductive health. The phrase might be "sex sells", but evidently fashion sells better.