Or, is there an innate drive to be focused on decorating oneself to attract a mate beyond just dressing up cleanly and nicely (that is, doing things like make-up and having a large wardrobe), in which the specifics of what dressing up looks like is culturally determined but the focus on doing so is hardwired?
Or the innate drive might be present in one sex, for whom a sexual trigger is visual stimulation, so the other sex is focused on presenting a sexually attractive appearance. What is a sexually attractive appearance could be culturally modified, but the drive to have a sexually attractive appearance would be hard wired more or less.
I have no idea if any of the above is correct, but I'd bet that the interplay of nature and nurture could be complex enough to prevent a simplistic "this is hardwired/not-hardwired so nothing else matters."