The enduring power of red: finding the nexus of psychology and fashion
Across disparate cultural contexts and temporal distributions, the color red has maintained a position of pivotal importance. Red has become emblematic of cultural norms and served as a visual foundation to social movements. Depending on where one is from, interpretations of this color may differ. In Western countries, red’s meaning has become multiple: love and hate, Cupid and Erida. Valor. Power. Sex. One thing remains obvious; red exerts an insurmountably powerful influence on our collective psyche, and is intimately connected to our emotionality. Furthermore, fashion and visual presentation are crucial to perception. The fashion industry garners billions of dollars in revenue yearly, all to aid in the curation of the “self”. Color remains a critical element of fashion, and plays a major role in setting the tone of a piece of clothing, or collection. Thus, understanding the psychological mechanisms behind reactions to the color red can help inform our continued obsession with the iconic red looks highlighted in this piece.
Although the psychology of reactions to color is still a highly researched topic, a host of studies have demonstrated the unique psychological and physiological effects of the color red. Red is highlighted to invoke the strongest emotional reaction of any color. Due to its wavelength, it tends to be one of the most easily visible colors on the spectrum, according to Verywell Mind. Perhaps we humans are attuned to the frequency of red because of its unique relevance to us; after all, blood is red! Other studies have even demonstrated that exposure to the color red can elevate blood pressure, increase heart rate, and increase respiration rate. It comes as no surprise, therefore, that the fashion industry has harnessed this knowledge. Red can help facilitate the creation of a memorable emotion-inducing fashion statement.
Red has dominated women’s fashion, and has served as the foundation for some of the most iconic looks in fashion history. The effect of each red outfit has proven unique to both the individual, and the particular style of their outfit. This is demonstrated in the image below, where actress Marylin Monroe is seen sporting a stunning red dress from her movie ‘Gentlemen Prefer Blondes’, with a cinched waisted and low cut bosom. The adjoining image shows the cover of ‘Ebony’ Magazine, where actress and singer Abbey Lincoln is seen wearing the same dress. Monroe — known for her acting, looks, and style — was highly sexualized by the media. Red was an extension of Monroe’s identity; it served to seal her boldness, femininity, and power. It was no surprise, therefore, that when Lincoln wore her dress, she was suddenly subjected to the same overt sexualization that had characterized Monroe’s career. Lincoln described the waves made in her career as a result of this particular fashion choice as ‘insincere’, and quickly resorted to burning the dress to ensure that she’d never wear it again.
‘Pretty Woman’, a film which made waves with its ‘rags-to-riches’ narrative starring Julia Roberts as Vivian Ward, seems like the perfect film for a ‘red’ moment, with its obvious references to power and beauty. The film covered themes of beauty, sex, power, and class, implicating the male lead played by Richard Gere (Edward Lewis) as the archaic ‘male savior’ to Vivian’s life of prostitution. Indeed, one of the film’s most iconic looks was Vivian’s red dress, worn the evening of her and Edward’s first date. The stunning dress served as a visual cue to the audience that Vivian’s lifestyle was about to change. Its bold nature is not only memorable, but also flashy, and contrasts with the elegant design of dress and gloves. The dress embodied a pivotal moment in the film, where Vivian begins to solidify her relationship to Edward, and begins to actualize her new life as a woman with new-found privilege.
One more contemporary example of the influential nature of the color red was seen not long ago, on the SuperBowl stage. Unsurprisingly, Rihanna’s iconic red look stood at the forefront of cultural zeitgeist, and attracted commentary from thousands upon thousands of people. Her outfit, which consisted of a Loewe jumpsuit, a trailing Alaia coat, and a pair of MM6 Maison Margiela x Solomon sneakers was both comfortable and chic — a testament to her unique ability to redefine maternity wear as comfortable and stylish. Her SuperBowl performance, which marked her first performance in six years, was the quintessential expression of Rihanna’s sartorial expertise. Single-handedly revealing her new pregnancy while embarking on a musical journey that covered the span of her top hits, Rihanna’s SuperBowl performance was anything but forgettable. To seal the deal, of course, her red outfit left a lasting impression, one reminiscent of Rihanna’s femininity, power, and newfound motherhood.
From Rihanna’s SuperBowl outfit, to Lincoln and Monroe’s red dress, to Robert’s iconic look in ‘Pretty Woman’, the color red has maintained its dominance in women’s fashion. Red’s ability to spark an immediate and noticeable psychological reaction makes red outfits that much more powerful. Red’s demonstrably strong influence can be harnessed to convey a variety of messages. Whether that power is used to convey sex, power, or femininity, red has a timeless quality that will always remain relevant in the world of fashion and media.