Boux Avenue, the UK's leading lingerie specialists recently carried out research with YouGov, to discover what the UK thought was the sexiest colour for lingerie.
Delving into the data deeper
- Gen Z Females - 32.6% see black as sexiest colour, with 18.6% seeing Red as the sexiest colour*
- Millennials Females - 42.7% see black as sexiest colour, with 15.3% seeing Red as the sexiest colour*
- Gen Z Males - 15.4%, see black as sexiest colour, with 14% seeing Red as the sexiest colour*
- Millennials Males - 24%, see black as sexiest colour, with 14.5% seeing Red as the sexiest colour*

So What makes Black Lingerie Seen as Sexy?
We were not surprised to see that so many of the UK adults love Black lingerie. It really is a classic colour, that is super versatile as it works great in all lingerie designs from your classic plunge and balconette bra, to bodies like Elyse, that has been designed with underwear as outerwear in mind, just add on some jeans and you have the perfect date night look.
Zoe Price-Smith - Chief Design & Product Officer at Boux Avenue
What also makes black so special is the fact that it is a super flattering colour by suiting all skin tones and shapes, helping women to feel more elegant, sophisticated and therefore sexier. Black lingerie is the perfect colour to invest in, as it will actually last a lot longer in many ways, due to the colour being able to take you throughout the whole year, can be styled with any other colours, and will never go out of style. The colour Black also fades slower than any other hues, helping the lingerie to last longer, by staying its true colour for longer. You really can’t underestimate the power and capabilities of black lingerie. I always say every lingerie draw needs at least one black lingerie set, like every wardrobe needs that LBD.
Zoe Price-Smith - Chief Design & Product Officer at Boux Avenue
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,460 adults. Gen Z was made up of a total of 481 adults aged between 18-24 years old (268 Females and 213 Males). Millennials was made up of a total of 1,893 adults aged between 25 - 44 years old (1,023 Females and 870 Males) Fieldwork was undertaken between on 16th January 2023. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
**Taken from coded data calculated by Boux Avenue