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“I liked it because it sounded racy,” he says.

Methods which McIlroy used to zone out included watching racy period drama Bridgerton - which he claimed he was talked into by wife Erica - and Disney animation Zootopia with his four-year-old daughter Poppy.

The artfully racy dancing in the latter was enough the leave the crowd howling.

Each of the men also carried racy identification cards with strippers and QR codes on them.

Designers such as Loewe showed their racier side at fashion week - think stretchy materials and big brand logos that wouldn't look out of place on your favourite athlete.