Cwhat the protagonists of the series have in common Heated Rivalry And Off Campus? They all play hockey players, they have the sculpted jaw and hairless, muscular physiquethe current “canons” – if this word can still be used – of beauty for man. This is also why the two shows (on HBO Max and Prime Video respectively) have won over female audiences and beyond. Thus, many examples of also appear on the screen looksmaxxing.
Men’s beauty: what is looksmaxxing?
For those who don’t know, it’s about a new trend that pushes young generations to enhance their aesthetics through surgery, touch-ups, diet, training, skincare and grooming. Because, in the age of social media, investing in your appearance helps you feel comfortable in the spotlight of this new normal.
Thus aesthetic pressure no longer concerns only women. The phenomenon also fully involves men. This is demonstrated by creators and influencers who have contributed to spreading the philosophy of looksmaxxingtransforming aesthetic improvement into a real mission. Among these, the most striking case is that of Jordan Barrett21 years old, aka Clavicular, who owes his stage name to his obsession with the symmetry of his collarbones.
Jordan Barrett on the catwalk during the Michael Lo Sordo fashion show in 2023. (photo Getty Images)
He became famous on social media for his advice on how to increase virility through practices of physical alteration, even painful ones, drugs and surgical interventions, Barrett has transformed his path of aesthetic optimization into viral content. An approach that divides public opinion between those who consider it an example of self-determination and those who, instead, fear it could fuel increasingly unrealistic standards of beauty.
Male aesthetic touches? For jaw and fillers
«Today the quality of videos on social media, cameras and screens has increased so much that we are able to see details of the face and body that we didn’t notice before» explains Simone Napoli, plastic, reconstructive and aesthetic surgeon in Florence and Milan.
«The man who turns to the aesthetic doctor is often so bombarded by aesthetic contents that he already knows concepts such as profileplasty and harmonization. It is up to us professionals to filter his expectations so that the face maintains a certain expressiveness» underlines the expert.
Connor Storrie (Ilya Rozanov) and Hudson Williams (Shane Hollander) in “Heated Rivalry.” (Sabrina Lantos/HBO Max)
The main interventions to enhance male attributes concern the lower third with a focus on the mandibular profile. «Rarely on the lip» continues Napoli.
“While in the last two years the chin has acquired a lot of importance: if elusive it tends to give a feeling of less security and poor personality; if sculpted and widened, however, it becomes a strong point. The positive aspect is that prosthetics are no longer used. To retouch the chin, high quality hyaluronic acids are enough which can last even a couple of years before being completely reabsorbed, in line with what is reported in the manufacturer’s documentation”.
Body, focus on muscles and more
Then there is the body. And here another phenomenon comes into play that is redefining contemporary masculinity, namely the culture of the gym. Training is no longer just an activity linked to well-being, but a real element of identity. The toned physique has become a visual language, a business card to be exhibited both in real life and on social networks.
The data also demonstrates this Spiagge.itan Italian platform for booking beach establishments, according to which approximately 2 thousand facilities will offer sports services this summer, from beach volleyball to beach soccer to water activities such as windsurfing and kitesurfing. Furthermore, approximately 350 establishments list the gym among the extra services. Confirming how attention to the body never goes on holiday.
The countercurrents? The Boomers
In any case, there is no shortage of those who go against the grain. After all, charm does not necessarily coincide with perfection. Just think of actors like Richard Gere And George Clooneywho continue to represent models of elegance and charisma despite the glabellar wrinkles and the signs of aging. It also applies to the new generations.
Some of the most admired men of the moment are, in fact, helping to bring back a more natural aesthetic, made up of hairy chests and references to Seventies masculinity. Among these, for example, the singer Joe Jonas. But also the actor Jonathan Bailey, who was voted sexiest man alive by the magazine People. And, perhaps, not by chance.