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What makes a bra sexy? Is it how revealing it is, or what it’s made of, or how much hoisting it does? Probably none of those – it’s a chemistry between the bra and its wearer which can only be achieved by picking something which fits well and which you feel good in. Italian company La Perla’s classic silk and lace styles have an old style glamour with a hint of Latin passion, much like its compatriot Nina Ricci. By contrast, the breezy girlishness of Princess Tam Tam is sexy in a much less knowing way. It’s not about what’s filling the bra, then, so much as how you wear it.

Sometimes it’s not just you, but who else is wearing the bra that gives it its allure – Isabelle Adjani’s patronage of Lejaby in the 1980s helped to establish the sexiness of the brand. As is always the case, sexy is about atmosphere, style and referencing as well as more obvious physical factors. But that’s not to say that a push up bra isn’t effective - Wacoal'’s Good Up bra or good old Wonderbra will give a lift to your evening in every sense.

Money can be sexy too, and this is why it is worth forking out for expensive lingerie from time to time. Simply the fact that you have spent all that money on such an intimate piece of apparel adds a frisson of indulgence when you slip it on. Which should mean that the Victoria’s Secret $10,000 Y2K diamond bra and panties should have been the sexiest set in the history of the world. But something makes me think that lingerie encrusted with more than 2000 diamonds and sapphires might be a bit scratchy.

And then, of course, there’s the sexy bra which is bought by another party. The key lesson for men buying sexy bras for women goes back to the point about what is sexy. In this case, the sexy thing is that you are giving your girl a present – keep her in mind while you are buying it and make sure you know her size. In fact, maybe even just take her along. Being thoughtful – that’s really sexy.

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