This type of beauty would be deemed unorthodox by traditional Western standards – but is now widely sought after and highly influential in mainstream media.Īnd as with every ethnicity, East Asian beauty standards are also diverse. In South Korea, the ideal has become more feminine, with the rise of K-Pop bands such as BTS, known for their vibrant hair and make-up. This is happening a lot in East Asia, especially in South Korean pop culture". "They're no longer the ideal for younger people, Generation Z champion androgyny.
"Stereotypical male aesthetics and behaviours are changing," says Edmonds. Black supermodels like Tyson Beckford and Alton Mason regularly grace the covers of GQ and other magazines, and the fashion world is gradually becoming more diverse, perhaps in part because global social changes such as the Black Lives Matter movement have made brands recognise the need for diversity.
Professor of anthropology at the University of Edinburgh, Alexander Edmonds, tells BBC Culture: "Due to the legacy of slavery and colonialism images of the beautiful man have always been very white, and in the past, there were fewer barriers for this to change but this may be happening now". James tells BBC Cuture that his work "gives comfort and confidence to boys and men alike, it tells them that they are wanted and they are worthy". In 2019, as a plus-sized model, he took part in an advertising campaign for clothing brand Simply Be, appearing alongside other diverse models, and has worked with Ted Baker and Asos. British model, body-positive activist and TikTok star Ben James is changing the way we view larger men. However, social-media apps like TikTok are helping to change male beauty standards by showcasing men who previously would not have had a platform. But the idea of what the "perfect" male looks like is evolving as the film and fashion worlds embrace greater diversity, and the importance of representation is understood by global brands.Īll over the world, the idealised standard of the sculpted male shape has rarely reflected the average man's body. What makes a man handsome – or beautiful? In past decades, the most famous icons of Western male beauty have been a rather narrow cohort – blue-eyed stars of the screen like Brad Pitt or Leonardo DiCaprio come to mind.
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