We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.

Soft Vs. Hard Masculinity

Recent times have seen gender-fluid ideals enter mainstream consciousness, with 80% of Gen Z strongly believing that gender does not define a person as much as it used to. As we saw in our Youth Tribes 2016 report, fashion subcultures such as Sad Boys have emerged, celebrating the softer side of masculinity. As a counterpoint to this, a tougher, almost criminal-like look is surfacing in the world of men’s fashion. 

Not yet a member?

Stylus membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you. Discover what you can achieve by becoming a member.

Tell me more