Set inside the American Museum of Natural History, this latest spread for Elle US May 2010 is nothing short of perfection. Shot by photographer Carter Smith, 'Theory of Evolution' features incredible ruffled gowns that any woman would go gaga over.

Featuring model Olga Sherer styled by fashion editor Mario Grauso, the red-headed beauty shows off each look including the decadent jewels with poise, class and a regal flair.

Implications - For many women, fashion is a means by which they can express themselves. Businesses that commit their time and money to providing this demographic with items that will enable them to feel feminine, beautiful or empowered will see large returns from today's consumer population.