In the 80s and 90s, bodybuilding’s image was built around the masculine, muscular gym head. New York-based Yeah, I Work Out is a contemporary athleisure brand that’s banking on the nostalgia of bodybuilding’s heyday and designing workout wear that caters to a new generation of gym-goers.
Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.
Plus-size womenswear surged into the fashion mainstream following calls for more diversity on catwalks and in ads. Plus-size menswear, by contrast, remains an afterthought for most brands. But why might this be changing? And what role can the industry play in promoting male body positivity?
For many fitness enthusiasts, exercise isn't just about keeping fit – it's an entire lifestyle. Research shows that most Britons would consider taking a date to the gym for Valentine’s Day, showing how traditional dates may be falling to the wayside as people looking for love prioritise shared interests.
In Zegna's social spot, a virtual influencer and a real-life idol discuss their 'ideal man' – and they bring up none of the values associated with traditional masculinity. The ad points towards an interest in gender fluidity in China, even as state officials seek to reintroduce more conservative gender norms.