Chuck away your LBD: This summer it's all about a blast of colour in your wardrobe

A huge two thirds of British women would choose a LBD for an event because of its reputation as a timeless classic, research has shown.

But fashion at the moment is full of the colours of the rainbow, and Dove are working hard to get women into bright and breezy frocks for the summer.

It would seem it's the time-old issue of 'lack of body confidence' is cited as the key factor steering women away from wearing colourful clothes.

A huge 79 per cent of UK women said their skin tone, body shape and not being ‘slimmer’ are what directs them to darker colours - leaving black as one of the only options.

Alongside those shocking stats, a fifth of women claim they are more likely to wear darker hues at the start of the week, with the greatest proportion of women choosing to wear dimmer colours on a Monday.  

Fashion stylist Alex Longmore said: "For so long we’ve seen women choose the LBD because it’s seen as the safe option… it’s time we change that.

"Colour is a chic asset to any wardrobe, especially as we come into summer. Wearing the right tone and shape is very important when getting it right when wearing colour."

She added: "I think it is best to always opt for block colours, especially when choosing a little colourful dress. Ladies, let’s ditch the dull and bring brights to your wardrobe."

It's time to shake off those bright colours and pour our curves into something other than black, because research shows it can make you happier and more confident.

And talking of trends this summer - check out our top tips for sleeping in the heat. 

London ladies are the most likely to choose a colourful outfit to feel more powerful, with 22 per cent citing this as their main reason for ditching the dark and shining in bright colours.

The poll was commissioned to celebrate the new Little Colourful Dress campaign for Dove Invisible Dry deodorant, proven to leave no white marks on a remarkable 100 colours.