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“They want models who are somewhat aspirational, and they want to look like the guy in the pictures, but every model can’t be blond, hairless and perfect.” The most common feedback Mr. Who’d have guessed that a lot of men are uncomfortable with underwear shopping these days? “They don’t want to see only those plucked-chicken models,” said Michael Kleinmann, the editor of the blog The Underwear Expert. “You don’t need to see a picture of a half-naked man to get a feeling of how a product is going to work for you,” said Jake Bronstein, its founder. Reacting to what is perceived to be a case of abs fatigue among male shoppers, these companies are resisting the notion that a model has to look like Matthew Terry, the one from the Calvin Klein Super Bowl commercial, to move products off the shelves.įlint and Tinder, another new collection taking an artisanal approach, rarely uses models in its marketing, which is more focused on the fact that the underwear is American made. And that is also the message coming from some new underwear brands, like MeUndies and Mack Weldon, that are hiring models of less conventional beauty. The focus here, it should be noted, is more on the packaging than the package. Hansen, and another using dancers from the Cedar Lake Contemporary Ballet.
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The company is also creating a series of online videos that show the products in a more artistic light, including the one with Mr. Thus, the change in campaign direction, which shows models (still attractive, shirtless and depilated, mind you) in lifestyle situations like exercising on a beach, often turned slightly away from the camera. Things have become so raunchy now that the marketing for a sizable niche of underwear brands bears a marked resemblance to gay pornography (see, or please don’t if you are prudish, labels like Andrew Christian, Papi, Baskit, Rufskin and, for a very particular man, Nasty Pig).Īt 2(x)ist, and elsewhere in the underwear market, there was a growing sentiment that the models were getting to be, well, too sexy, at least to be relatable to a new breed of fashion customer: the average heterosexual man. Sex sells, you know, and nowhere is this truer than in the booming business of briefs, where the imagery has followed an ever-more-provocative and chiseled trajectory since Marky Mark dropped trou for Calvin Klein in 1992. Only last October, the company staged a runway show of hot guys in their underwear, hosted and ogled by Jenny McCarthy.
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It should be emphasized, right up front, that 2(x)ist is a company that has long held a strict “no stuffing” policy when it comes to advertisements. Vic Drabicky, the founder of January Digital, who is consulting on the company’s online business, got to the point: “We are taking the focus off the crotch shots.” LaForce interjected, “We are giving the models an identity, so they are not just a piece of meat.”