More women are taking the lead in relationships, research suggests

Forget whips, latex and dingy clubs - Britain's female doms are more likely to be queueing for Centre Court than wandering the backstreets of Soho.

New research suggests women-led relationships are becoming a mainstream part of modern dating, with 22% of British adults saying they are currently in, or have previously been in, one.

Almost half believe women are increasingly taking the lead, while 33% are open to a relationship that challenges conventional gender roles, the survey by Chyrpe, the leading app for female-led dating, found.

A female-led relationship (FLR) is one in which the woman takes the primary leadership role in terms of finance, household management, decision-making, and directing the couple's day-to-day life.

There are still some common misconceptions about FLRs, with 22% believing they are solely linked to BDSM, kinks and whips.

To challenge that perception, Chyrpe (https://chyrpe.com/) staged a provocative photo shoot to coincide with the Wimbledon Ladies' Semi-Finals on July 9, featuring a polished, impeccably dressed female dom as the picture-perfect tennis spectator.

She was accompanied by her devoted partner in classic Wimbledon attire, complete with a tennis ball gag, whip, leash and a basket of strawberries.

The campaign aims to challenge the stereotype that female-led relationships exist exclusively within BDSM culture, highlighting instead that they are increasingly becoming a mainstream relationship dynamic built on communication, trust and mutual agreement.

Anya Yuri, chief marketing officer for Chyrpe, said, "There's still a misconception that female-led relationships belong behind closed doors or in underground clubs, when in reality, they're part of everyday life.

"The woman sitting next to you on Centre Court or queuing for strawberries could easily be the one calling the shots at home.

"Female-led relationships aren't defined by stereotypes. They're built on trust, communication and mutual agreement. With our WimbleDOM stunt, we're using one of Britain's most iconic sporting events to show that these relationships are becoming increasingly mainstream and far more common than many people realise."