Looking to nature it is the peacock who uses sexual ornamentation to attract the female so she is the choosy one.
It is also the case case for humans that women are the choosy ones and men are the 'indiscriminate' ones due to the usual sexual selection reasons although why is it that women use sexual ornamentation and not men?
For men we still have to put on a 'show' but the things which count as ornamentation for us would be things that show high survival value namely confidence, and indirectly (and wholly overblown by marketers)- signs of wealth etc.
Now I write this it makes sense that as men go for replication value aka looks primarily then women will want to boost their value and thus use ornaments to boost the value as high as they can- high heels, fake nails, boobs, eyelashes and on and on.
So I guess that was an open and shut case!
Anything else of relevance to add here?