The less popular beards are in society, the more attractive they appear to women, according to a new study, the results of which could also go some way to explain why fashions change.
"When a fashion goes mainstream it loses the advantage of rarity. And so it begins to subside," one of the authors of the research wrote on the academic news site The Conversation. “Innovative new styles,” he said, “may enjoy a premium while they are still rare.”
This means as the lumberjack look becomes increasingly conventional, it may be time for a shave. Beards are sexy only before they are cool, is the implication.