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Wired seems to think it has to do with color constancy and they provide a couple of examples of how the brain is fooled into seeing colors differently based on context

Strapless Neckline A strapless dress is simply one without any straps

The first being the green and white dress that Diane herself was photographed in for the cover of Newsweek in 1976

Lemon juice is sometimes suggested for brightening, but it is not one of the most reliable treatments for real underarm yellowing

First, forget any sports style shorts, and equally leave the combat shorts in the wardrobe

This cocktail party dress comes fully lined with the finest cotton cupro fabric, ensuring breathability and a luxuriously smooth feel