New Masculinity

An exploration of what it means to be masculine in an increasingly genderless future.

Softening the edges of masculinity

Creative practitioners are advocating a highly decorative and embellished style that is free from restrictive male stereotypes.

Like father, like son

Arman Motlagh on how new attitudes to masculinity are creating fresh opportunities for fashion brands and retailers.

A whiff of something new

Louis Vuitton has dedicated its new range, Les Parfums, to men.

Beauty has a responsibility to cater for men of colour

Beauty has a responsibility to cater for men of colour:

Blake Rascoe and Patrick Boateng, co-founders of skincare brand Ceylon, explain beauty’s representation problem and why brands need to...

 Beauty : New Masculinity : Skincare
Why protein needs a New Masculinity rebranding

Why protein needs a New Masculinity rebranding:

With men keen to explore plant-based diets, are FMCG brands ready to change their marketing narratives around protein?

 Food : Advertising : New Masculinity
Can fashion brands destigmatise the Sad Boy?

Can fashion brands destigmatise the Sad Boy?:

Retail brands are allowing women to literally wear their emotions on their sleeve. So why aren’t they doing the same for men?

 Fashion : Youth : New Masculinity
Gillette confronts #MeToo movement

Gillette confronts #MeToo movement:

The shaving brand tackles issues such as bullying and sexual harassment in its new advert, building on past efforts to redefine its...

 Culture : New Masculinity : Beauty
A make-up brush that redefines masculinity

A make-up brush that redefines masculinity:

London – At this year’s Central Saint Martins degree show, product designer Taeheon Kim presented Croono, a modular make up brush...

 Beauty : New Masculinity : Croono
A gender-fluid make-up line inspired by and created for the LGBT+ community

A gender-fluid make-up line inspired by and created for the LGBT+ community:

Laura Kraber and Isabella Giancarlo, co-founders of inclusive cosmetics brand Fluide, on the importance of creating a make-up line...

 Beauty : Gender Fluid : Neutral Culture
A skincare range for men of colour

A skincare range for men of colour:

Ceylon is creating products that address the skin nuances of the underserved men’s beauty market.

 Beauty : Inclusivity : New Masculinity
Blokes and beauty: why brands need to watch their language

Blokes and beauty: why brands need to watch their language:

Michael Sheridan, founder of retail design agency Sheridan&Co, says the men’s beauty sector is ripe for growth, but first it must...

 Beauty : Retail : New Masculinity
Unauthorized creates fashion for tween boys and their dads

Unauthorized creates fashion for tween boys and their dads:

Arman Motlagh, creative director of Unauthorized, on how new attitudes to masculinity are creating fresh opportunities for fashion...

 Youth : Fashion : Retail
Masculinity Rebranded

Masculinity Rebranded:

The aesthetic of masculinity is changing. Creative practitioners are looking at men more expansively, and are advocating a highly...

 Gender : New Masculinity : Branding
Video: How are male mindsets changing?

Video: How are male mindsets changing?:

Nine British men debate the changing face of masculinity in our insightful new film collaboration with director IGGYLDN.

 New Masculinity : Identity : Gender
What’s wrong with toxic masculinity?

What’s wrong with toxic masculinity?:

Sociologist Michael Kimmel says it’s time for father figures to help young men find their inner voice, so they can become more authentic...

 New Masculinity : Boyhood : Manhood
A bridal collection for non-binary couples

A bridal collection for non-binary couples:

London – Designer Dilara Findikoglu has entered the bridalwear market with a collection that breaks away from traditional gendered...

 Fashion : Media : Bridal
Gillette challenges notions of masculinity

Gillette challenges notions of masculinity:

The shaving brand is rethinking its familiar tagline, ‘The best a man can get’, by exploring what it means to be a man today.

 Beauty : Wellness : New Masculinity
ASOS launches a new Generation-Z focused brand

ASOS launches a new Generation-Z focused brand:

The new label, Collusion, is aimed at consumers who are coming of age and will be built around the twin pillars of gender fluidity and...

 Fashion : Retail : Gender Fluidity
EQ Toys for Boys

EQ Toys for Boys:

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family
The campaigns debunking male marketing myths

The campaigns debunking male marketing myths:

Brands are defying stereotypes by demonstrating a more intimate approach to modern male identity that avoids...

 New Masculinity : Advertising : Fashion
Relationship Games

Relationship Games:

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.

 New Masculinity : Media : Entertainment
The hair salons re-inventing what it means to be pampered

The hair salons re-inventing what it means to be pampered:

From doing away with stereotypical design cues to creating new moments for socialising, salons are being reconfigured as places where...

 Beauty : Interiors : New Masculinity
Fernando Desouches breaks down the new macho

Fernando Desouches breaks down the new macho:

Fernando Desouches, managing director of New Macho at BBD Perfect Storm, explains why brands need to help men regain the ‘power’ to be...

 Branding : Marketing : New Masculinity
These brands are future-proofing dadvertising

These brands are future-proofing dadvertising:

With the Advertising Standards Authority’s new guidelines on gender stereotyping coming into play, advertisers are refreshing not only...

 Dadvertising : Advertising : New Masculinity
Why male strength is no longer about physique

Why male strength is no longer about physique:

Darren Barber, founder of Barber’s Gym and Boulder Club, discusses the changing attitudes to physical strength and masculinity.

 Wellness : Fitness : New Masculinity
Simon Isaacs on creating a digital world for Millennial dads

Simon Isaacs on creating a digital world for Millennial dads:

The co-founder of parenting website Fatherly discusses the act of becoming a dad, the value in video content and how to navigate the...

 Marketing : Retail : New Masculinity
Body-positive Men

Body-positive Men:

With men still portrayed by advertisers as overwhelmingly slim, tall and muscular, there is an increasing desire to see new...

 New Masculinity : Wellness : Branding
Modern Male Medicare

Modern Male Medicare:

New pharmaceutical brands are launching online platforms that help to destigmatise men’s health problems.

Health : Wellness : New Masculinity
Dollar Shave Club celebrates male shaving rituals

Dollar Shave Club celebrates male shaving rituals:

Male grooming brand Dollar Shave Club has launched a new campaign that explores the honest shaving habits of men.

Beauty : Grooming : Shaving
Dafe Oboro on changing attitudes among Nigeria’s youth

Dafe Oboro on changing attitudes among Nigeria’s youth:

Lagos-based film-maker and photojournalist Dafe Oboro discusses his generation’s new-found sense of national pride and changing notions...

 Youth : New Masculinity : Marketing
Redefining Strength

Redefining Strength:

Testosterone-centric gym culture is increasingly out of step with a new generation of men who want to become physically and mentally...

 Health And Wellness : Branding : New Masculinity
Men at Work

Men at Work:

Bravado and competitiveness are becoming outdated traits in the workplace, as businesses turn their attention to improving male...

 New Masculinity : Workplace : Design
Can brands help detoxify masculinity?

Can brands help detoxify masculinity?:

Businesses have a key role to play in redefining what it means to be a man in the #metoo era.

New Masculinity : Advertising : Retail
Soft Masculinity

Soft Masculinity:

In a world of toxic masculinity, a softer, more delicate and visibly feminine way to be a man is gaining prominence in East Asia and the...

 Youth : Beauty : New Masculinity
Girlswear for Boys

Girlswear for Boys:

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are...

 Fashion : Youth : Retail
Lessons in Manhood

Lessons in Manhood:

A new awareness is emerging of the need for media and brands to provide examples of manhood that go beyond restrictive and...

 New Masculinity : Media : Wellness
Mature Men’s Beauty Market

Mature Men’s Beauty Market:

Beauty products aimed at an older demographic are skewed towards women, but more and more Baby Boomer men are seeking brands to address...

 Beauty : Retail : New Masculinity
The young influencers redefining male identity

The young influencers redefining male identity:

The teenagers redefining masculinity through streetwear, meme culture and fresh representations of heritage and identity.

Youth : Fashion : New Masculinity
Men’s Beauty Market

Men’s Beauty Market:

A new kind of male beauty consumer who is not wedded to traditional masculine ideals is emerging.

 Beauty : Youth : Branding
Why streetwear should challenge masculinity

Why streetwear should challenge masculinity:

It is vital for future clothing design to subvert and confront perceptions of maleness, writes brand consultant Ross Wilson.

 New Masculinity : Male Identity : Identity
Male Positivity

Male Positivity:

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

 Re-con Man : Masculinity : Mental Health
IGGYLDN on capturing the complexity of black masculinity

IGGYLDN on capturing the complexity of black masculinity:

In his work, the artist and film-maker examines uncertain definitions of masculinity.

 Youth : Gender : Advertising
Neutral Culture

Neutral Culture:

Historically, race and gender have been the most divisive markers of identity. And while they are a foundation of mainstream culture,...

 Neutral Culture : Diversity : LGBT

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The growing debate around non-binary identities outlined in our Neutral Culture macrotrend is fuelling the rise of an inclusive, gender-neutral aesthetic.

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