Sorry ladies but men hate red bras it’s official

• Over half of men vote red as their least favourite underwear colour
• But almost two thirds of women think their men prefer red lingerie
• Black underwear is men’s favourite

It has long been considered the sexiest lingerie colour, the one women wear when they are feeling flirty, but no longer, according to Britain’s men at least.

It’s official, red, a favourite for Valentine’s Day underwear is now considered the biggest bedroom turn-off by Brit males, our study has revealed.

An overwhelming 56% of men said that red is their least favourite lingerie colour, with a further 18% admitting they hate pink undies and 11% plumping for flesh-coloured as the biggest turn-off.

It’s clearly a blow for ladies everywhere because the 1,001 women* polled also revealed that when they are buying undies to impress their man, 61% choose red-coloured lingerie believing that is exactly what their man would choose.

But what colour should you buy?

According to the 1,016* men polled, women should opt for simple white or black lingerie if they want to impress their other half in the bedroom.

47% of blokes said black underwear was their favourite on their loved ones, while 34% selected white lingerie as their undie-colour-of-choice.

This is timely advice, as the week leading up to Valentine’s Day is traditionally the period when more underwear is sold in the UK than at any other period of the year.

Steven Simpson, Dr. Beckmann spokesman, said:

Traditionally men have bought red underwear for their girlfriend, wife or lover, in the belief it’s the most romantic and attractive of lingerie.

However, according to our research, the tastes of modern men have changed so ladies it’s now out with the red and in with the more demure black and white if you want to impress your partner.