We're well used to those dinner parties bores who confidently proclaim that men think about sex every six seconds.
This idea was thoroughly debunked last year, when a study in the Journal of Sex Research revealed that men in fact don't think about sex 9600 times a day. They actually think about it 20 times per day.
Well, according to a new study that's nothing compared to how often women think about fashion.
It appears that the fairer sex think about clothes 91 times a day - roughly once every 11 minutes.
The findings come from poll by Very.co.uk, which surveyed 1000 British women between 18-25.
The survey also discovered that women spend an hour and a quarter a day thinking about fashion.
"This is laughable," said Sophie Chopping, an events administrator.
"This is one of the most tedious pieces of PR-driven research I've ever heard.
"It'd be offensive, if it wasn't so demonstrably non sensical."