Everyone Looks Attractive in This Colour, and Science Can Prove It

Could there really be such a magical thing as a colour that suits every skin tone? We investigated, and we can confirm that the answer is yes. And what's better is that it's a key shade for S/S 17.

Super-bright shades are in for the long haul (we've seen them throughout the A/W 17 shows too), so it's a good time to become more confident with colour. Pantone has announced its shade of the year, the street style set has pledged allegiance to this pretty hue and Zara is determined to make this bold combo a normal go-to.

But with the spectrum on offer—there's everything from sunshine-yellow dresses through to purple over-the-knee boots—it can leave you in somewhat of a kaleidoscopic spin, not knowing what actually lifts and flatters your features. Some vibrant colours are tough to crack (coral, for example, often makes me look washed out), but we have been informed that true "primary red" is the most reliable in the world.

"It's the colour that is right at the centre of all colour and has an equal flow through the colour spectrum," explains Helen Venables, the MD at House of Colour, an image consultant company that specialises in locating the right colours for your complexion. She goes on to explain the benefits: "Wearing colours under your chin that you absolutely know suit you is vital. The effect of colour so close to the face can be surprisingly powerful—slimming, enlivening and health giving or aging, adding weight and making you look as if you are exhausted." If that doesn't make you want to sling on a red sweater right away, nothing will.

Go through the gallery to see how so many different girls wear their shade of primary red, and get on board with the colour that suits all skin tones by shopping some of our most-loved new pieces.

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Style Notes: Popping scarlet red looks so good against Pepto Bismol pink: Zara agrees.

Shop our primary-red pick:

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Style Notes: Red tailoring always looks sharp—especially in velvet or any other textural fabric that makes the most of the depth of colour.

Shop our primary-red pick:

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Style Notes: Icy blondes look ever so striking in this punchy lipstick shade. Why not top and tail your outfit with a red jumper and shoes?

Shop our primary-red pick:

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Style Notes: Yes, redheads definitely suit primary red. We particularly like the look when paired with neutrals like tan and navy.

Related: Autumn/Winter 2017 Fashion Trends: The 11 Looks You Need to Know

Shop our primary-red pick:

Shop our primary-red pick:

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Style Notes: Even a dash of red around a neckline (along with some matching lipstick) can do wonders for giving a confident impression.

Shop our primary-red pick:

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Style Notes: Red says danger, but there's nothing risky about wearing a primary red jacket with a simple black outfit.

Shop our primary-red pick:

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(Image credit: Style Du Monde)

Style Notes: Red leather has become something of a favourite on the street style circuit—keep it loose-fitting and casual, and this potential extra-sassy idea will look laid-back.

Shop our primary-red pick:

Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was hired to launch a UK sister site and social channels, localise content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 15 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times and MatchesFashion.com, among many others.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy toddler and highly Instagrammable cat.