A new male archetype is gaining traction online, dubbed the 'performative male'. These men are accused of adopting feminist and intellectual signifiers—such as carrying tampons, reading The Bell Jar, or listening to Lana Del Rey—not out of genuine interest, but to impress progressive women. The trend has sparked mockery and critique on social media platforms like TikTok, where women share sightings and content creators parody the behaviour.
Key markers of the performative male include Labubu keychains, baggy selvedge denim, Vivienne Westwood jewellery, and feminist slogan tote bags. Trend forecaster J'Nae Phillips describes the archetype as someone who 'curates and projects masculinity in public—usually online', acutely aware that manhood is being watched and assessed. The phenomenon has even spawned lookalike contests in cities worldwide, from Seattle to Jakarta, where contestants perform exaggerated versions of the stereotype.
Dr Ashley Morgan, a masculinities expert at Cardiff Metropolitan University, notes that while performative masculinities once involved showing off with fast cars to impress other men, the 2025 version appears more inclusive. She sees a positive aspect in that it offers a different take on masculinity, helping to expand its meaning. However, critics argue that the performative male is merely a modern iteration of the 'softboi' from the late 2010s, performing sensitivity or politics without genuine depth.
The trend emerges amid broader debates about masculinity in crisis. In the US, nearly half of men in 2023 felt traditional masculinity was under threat. Phillips suggests that as gender roles dissolve, men seek new scripts to inhabit, and performance allows them to experiment publicly. Whether a harmless fad or a symptom of deeper issues, the performative male has certainly captured online attention.
