The model man
The Underwear for Perfect Men campaign by Forsman & Bodenfors for Dressman, Norway

The model man

Norway – The male form has been given the Dove treatment thanks to Norwegian menswear brand Dressmann.

Article/18239 #1
The Underwear for Perfect Men campaign by Forsman & Bodenfors for Dressman, Norway

Norway – The male form has been given the Dove treatment thanks to Norwegian menswear brand Dressmann

  • Cosmetics brand Dove has made positive body image the focus of its Real Beauty campaign
  • Dressmann took this approach and applied it to the male physique to fight against distorted body ideals

The Underwear for Perfect Men ad by Swedish creative agency Forsman & Bodenfors depicts men of all shapes and sizes celebrating the things that make them unique. Beer bellies, freckles, cellulite and tattoos are laid bare, in sharp contrast to the washboard abs and chiselled jawlines of the male model archetype.

The ad is a retort to the industry standards set by underwear brands such as Calvin Klein, which it believes are damaging the confidence of men around the world.

‘More people have started to argue against this attitude, but half of our population is often forgotten in this debate,’ says Jens Bonesmo, brand director at Dressmann. ‘The distortion of body ideals is a problem for everyone.’

The Big Picture: Consumers are becoming sceptical of brands that paint an unattainable picture of beauty. Discover the sweet spot between reality and aspiration with our Real Talk microtrend. 

Discover More News
Walmart unveils 3D e-commerce platform for Gen Z shoppers

News

Walmart unveils 3D e-commerce platform for Gen Z shoppers

Walmart has launched a new e-commerce platform, Walmart Realm, featuring digital doubles of selected products available in real-life stores.
Retail : Technology : Gaming
Kirin Holdings launches saltiness-enhancing electric spoon

News

Kirin Holdings launches saltiness-enhancing electric spoon

Kirin Holdings has unveiled the Electric Salt Spoon, enhanced tableware that can elevate the umami and salty taste of low-sodium foods.
Food & Drink : Technology : Health
New research alerts on healthspan gender gap

News

New research alerts on healthspan gender gap

Women live longer than men but experience more years in declining health, a gap that researcher Maddy Dychtwald explores in her book Ageless Aging:...
Longevity : Gender Gap : Wellness
Stat: Gaming for self-expression is fuelling growth in gaming

News

Stat: Gaming for self-expression is fuelling growth in gaming

According to online fan community Fandom’s Inside Gaming 2024 report, almost half (46%) of gamers list creation, imagination and self-expression as...
Gaming : Identities : Technology
Domenico Formichetti unveils space-inspired footwear collection

News

Domenico Formichetti unveils space-inspired footwear collection

Domenico Formichetti is channelling interstellar aesthetics in his latest PDF SS24 footwear collection.
Fashion : Space : PDF
NIO House Amsterdam is an EV flagship turned community space

News

NIO House Amsterdam is an EV flagship turned community space

Electric vehicle manufacturer NIO has revitalised a historic seven-storey building on Amsterdam’s Keizersgracht, blending 19th-century architectur...
Design : Retail : Retail Spaces
New study confirms GLP-1 drugs transform eating habits and cravings

News

New study confirms GLP-1 drugs transform eating habits and cravings

A May 2024 study by food product innovation specialist Mattson highlights significant changes in eating habits among users of GLP-1 drugs such as O...
Ozempic : Weight Loss : Health
Stat: Football fandom has finally crossed the Atlantic

News

Stat: Football fandom has finally crossed the Atlantic

Private equity firm has invested £30.2m ($38.5m, €35.5m) in
Sport : Fashion : Retail
Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

News

Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

British carbon-negative certified diamond company Skydiamond has collaborated with model and climate activist Lily Cole on a line of fine jewellery.
Sustainability : Fashion : Luxury
France debuts scratch-and-sniff baguette-scented stamps

News

France debuts scratch-and-sniff baguette-scented stamps

La Poste, the national postal service of France, has introduced a novel stamp featuring an iconic symbol of French culture: la baguette.
Design : Food : Scent
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more