By James Sherwood
The backlash against Metrosexual Man has begun. In a typical fashion industry volte-face, the waxed, buffed and manicured male body is demode, and the rough, hairy beast is back. Say goodbye to smooth-skinned swains - it's follicularly blessed pin-ups such as Viggo Mortensen, Jude Law and Robbie Williams who are to the fore of the new breed of Retrosexuals.
Retrosexuals reject the implied effeminacy of rigorous personal hygiene in favour of the natural approach that reeks of nothing more than testosterone and Brut. And, frankly, when a man's got smoother legs than his girl, it's high time for macho stereotypes to rear their ugly heads.
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After all, you couldn't envisage the fragrant Mr Metrosexual ripping your vest off and shagging you on the landing, could you? It would only ruin his suit.
'It doesn't look natural. The rugged edge is definitely back'
Peacock-male syndrome may be money in the bank for global beauty conglomerates, but all those alpha males shift the goalposts for their significant others. It has come to a pretty pass when the guy accuses the girlfriend of stealing his moisturiser.
But more to the point - do post-post-feminists really want to date Piltdown Man?
Tom Ford, outgoing creative director of the Gucci Group, certainly wants you to think so, judging by his current advertising campaigns for Yves Saint Laurent perfumes M7 and Rive Gauche Pour Homme, in which his models display chest hair so luxuriant that it could win "Best in Show" at Crufts.
After two decades of smooth-bodied models, the shock of seeing major chest hair on a 16m billboard in Times Square is as shocking as underarm hair displayed in Vogue. "What Tom has done is to give us an extreme example of masculinity," says Mark Evans, head of the Models 1 Men's Division. "It's the antithesis to Freddie Ljungberg's Calvin Klein underwear campaign.
'The obsession with shaven, boyish models couldn't go any further'
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