A viral video juxtaposing Gucci’s 1995 male models with their 2025 counterparts has sparked a fiery debate about masculinity, beauty standards, and the fashion industry’s radical shift toward androgyny—raising questions about whether this reflects progress or a loss of traditional male representation.
The Video That Broke the Internet
A side-by-side comparison of Gucci’s male runway models from 1995 and 2025 has gone viral, amassing millions of views and igniting a polarizing discussion about beauty standards. The clip features Jason Lewis, a chiseled, conventionally masculine model from the 1990s, alongside a lineup of modern models with slender, almost prepubescent physiques. The reaction was immediate—and divided.
Comments flooded in, with many lamenting the shift: “Bring back 1995!” one user declared, while another remarked, “They look like boys, very disturbing.” The sentiment was clear: for some, the modern models lacked the “testosterone” and “sex appeal” associated with traditional masculinity. Others, however, defended the change as a natural evolution of fashion, citing industry trends toward gender-fluid aesthetics.
The 1990s: The Era of the ‘Supermale’ Model
In the 1990s, male models like Jason Lewis embodied a hyper-masculine ideal. Lewis, who rose to fame after moving to Paris and starring in a GUESS campaign, recalled the era as a time of unbridled creativity. “At that time, you didn’t have the corporatism that surrounded the party scene and the artistic culture that you do now,” he told Fashion Week Daily. His iconic orange suit walk for Tom Ford’s Gucci revival remains a defining moment of the decade’s bold, unapologetic masculinity.
2025: The Rise of Androgyny and ‘Zombie Land’ Aesthetics
Fast forward to 2025, and the runway tells a different story. Modern male models are taller, thinner, and often androgynous, reflecting a broader cultural shift. Tricia Romani, former head of Wilhelmina Canada, confirmed this trend in a 2016 interview with The Daily Mail: “For high fashion, that’s definitely what they want. Very thin, edgy-looking guys.” The clothes themselves have changed, too, with designers like Demna (Gucci’s current creative director) embracing lace, silk ribbons, and gender-bending silhouettes.
Critics argue this shift strips masculinity of its power. “Omg. It’s like changing to zombie land,” one commenter wrote, while others pointed to South Korean pop culture, where traditionally feminine features are now celebrated as the ideal. Alexander Edmonds, an anthropology professor, notes that Gen Z is driving this change, rejecting stereotypical male aesthetics in favor of fluidity.
Industry Insiders Weigh In
Neil Mautone, founder of Red Model Management, told The Daily Mail that today’s ideal male model is not just thinner but taller, reflecting a shift in design. “They’re designing the clothes in that way so if you had a model that was big and muscular, that wouldn’t fit,” Romani explained. This practicality clashes with nostalgic views of masculinity, leaving some fans feeling alienated.
Lewis himself admits he’d struggle in today’s industry. “I’ve been a bit lax with this digital world. Nothing against influencers, but self-aggrandizement is so f**ing boring to me!” he said. His comments highlight a generational divide: while older audiences mourn the loss of the ‘supermale,’ younger consumers embrace a more inclusive, fluid definition of beauty.
The Bigger Picture: Fashion as a Cultural Mirror
This debate isn’t just about aesthetics—it’s about identity. The viral video taps into deeper anxieties about masculinity’s place in modern society. For some, the 1995 models represent strength and confidence; for others, the 2025 lineup symbolizes progress and inclusivity. What’s clear is that fashion, as always, reflects the times.
As Gucci and other luxury brands continue to push boundaries, one thing is certain: the conversation about masculinity is far from over. Whether you’re Team 1995 or Team 2025, the runway remains a battleground for cultural values—and the next collection will only intensify the debate.
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