New Masculinity

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

Mental fitness
Testosterone-centric gym culture is increasingly out of step with men who want to become physically and mentally strong.

Baby boomer beauty
More and more Baby Boomer men are seeking brands to address the skin needs of this life stage.

Modern families
LGBT+ Parenting is on the rise, which means brands need a fresh approach to marketing.
China Beauty Market

China Beauty Market:

In order to access Chinese beauty consumers, brands must embrace bricks-and-mortar stores, niche brands and make-up for men.

 Beauty : China : Luxury
Old Spice wants men to prioritise their friendships

Old Spice wants men to prioritise their friendships:

The brand’s latest campaign highlights the ‘guy crisis’ in which male friendships are overlooked.

 Beauty : Personal Care : Advertising
LGBT+ Parenting Market

LGBT+ Parenting Market:

LGBT+ Parenting is on the rise, which means brands need a fresh approach to marketing to this unapologetic, influential consumer group.

 Society : Parenting : LGBT
ASYSTEM combines men’s wellbeing with community

ASYSTEM combines men’s wellbeing with community:

Its range of science-backed products and publications aim to help men look, feel and perform at their best.

 Wellness : Beauty : Male Beauty
Solapa is a suit brand for young Puerto Ricans

Solapa is a suit brand for young Puerto Ricans:

The brand, created by MitiMiti Studio, provides tailor-made suits that cater to the individual style of the Caribbean country’s young men.

Fashion : New Masculinity : Branding
The subcultures redefining Arab youth

The subcultures redefining Arab youth:

Samira Larouci, editor of Arab art and culture magazine Mille World, examines emerging Middle East and North Africa (MENA) subcultures...

 Youth : Fashion : Sports
Boys Don’t Cry offers a softer take on menswear

Boys Don’t Cry offers a softer take on menswear:

The boutique challenges the traditionally dark and masculine nature of men’s retail spaces.

 Retail : New Masculinity : Interiors
LadBible co-launches a social channel for relaxation

LadBible co-launches a social channel for relaxation:

Relaxing Stuff is a branded social media channel in partnership with mobile network Three.

 Media : Youth : Digital
Nike is using pro athletes to champion yoga

Nike is using pro athletes to champion yoga:

The sportswear brand has launched its first collection of unisex yoga apparel, dubbing the activity a ‘secret workout weapon’ for...

 Health : Wellness : Apparel
Carling’s new campaign spotlights LGBTQ football

Carling’s new campaign spotlights LGBTQ football:

The brewery brand has unveiled a new two-part campaign featuring players of LGBTQ-inclusive football team Black Country Fusion FC.

 Drinks : Civic Brands : Beer
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
P.S. condoms get candid about protection

P.S. condoms get candid about protection:

The DTC brand aims to cut through the marketing spiel of sexual wellness companies.

 Health : Wellness : Sex
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

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Identity crisis News

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Montreal – DELETE is an interactive exhibition designed to teach 8–12-year-olds about the vulnerability of their personal data.

DELETE : Generation I : The Sharded Self
BRIGHT BMBR Design Directions

BRIGHT BMBR

The BRIGHT BMBR is a jacket that has both a physical and digital identity.

Rochambeau : Avery Dennison : EVRYTHNG
Digital Citizens Micro Trends

Digital Citizens

At a time of great political turmoil, new digital tools are changing the nature of citizenship.

Democracy : Digital Citizenship : Politics
Reading reality News

Reading reality

US – Snapchat-funded online magazine Real Life is a platform that focuses on the interaction between society, social media and technology.

Snapchat : Real Life : Online Magazine
Migratory design News

Migratory design

New York – Transitions: Migration and Travel is a new exhibition that explores identity and belonging in the age of transient living.

Globalisation : Identity : New York Design Week
SXSW Interactive 2016: Boys won’t be boys Big Ideas

SXSW Interactive 2016: Boys won’t be boys

Austin – Fewer than half of US teenagers identify as exclusively heterosexual, according to a new survey.

SXSW Interactive 2016 : Gender Fluidity : Neutral Culture
Preview: Gen Neutral News

Preview: Gen Neutral

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

Gen Neutral : Identity : Branding
Gen Neutral Design Directions

Gen Neutral

The rise of Neutral Culture is informing new visual typologies across the lifestyle sectors. Creatives are rejecting the traditional dichotomy of feminine versus masculine and inventing a gender-neutral language of sensuality.

Neutral Culture : Agender Retail : Beauty
Type Reinvented Design Directions

Type Reinvented

Digital art studio FIELD and typography company Monotype have created three digital installations that examine themes of language, space and the craft of creating new fonts.

Field : Monotype : Typography
Agender Design Directions

Agender

Selfridges is the first major UK retailer to adopt the Agender trend as its own with an inspiring range of gender-neutral concessions across its stores.

Selfridges : Agender : Studio Toogood
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