Journalist Mark Simpson who came up with the metrosexual man now spoted a new type of masculinity. Say hello to the Alphaesthete.

1. ‘A man unafraid to take the lead in looking
and feeling good – and being noticed.’

2. Mark Simpson, the journalist and social commentator who coined
the phrase ‘metrosexual’, has identif ied a new global trend
for 2010/201 Introducing the Alphaesthete, the metrosexual
1.
avant-garde. Mark felt that a new moniker was in order because
metrosexuality has become so embedded in modern culture
that now there’s nothing out of the ordinary about a man caring
about his appearance. So much so that a new group of leaders
has emerged from the embers of metrosexuality, def ined by
their ability to go beyond the normal call of duty to achieve
a fflawless look.

3. The alphaesthete is unafraid to stand apart from the pack.
But often he ends up leading it. He welcomes change
and innovation and relishes taking risks when it comes to
enhancing his look. Hence he’s less concerned about whether
something is ‘masculine’ or ‘feminine’, ‘gay’ or ‘straight’ than
whether it looks and feels good and expresses his own
personal style. Likewise, he has the cojones to actually use the
words ‘male’ and ‘beauty’ in the same sentence.
Perhaps this is why the alphaesthete doesn’t seek the
permission of others nor try to make them take responsibility
for his own interest in his appearance. Not for him the knock-
kneed excuse: ‘’Oh, I only dress sharp/work out/use a
premium shaver and face products because women like it.’
Pleasing others is a major plus, of course, but pleasing oneself
is the point. Besides, the alphaesthete has discovered that self-
respect and self-care is much more attractive than fflattery….
Hence the alphaesthete frequently looks as good out of his
clothes as in them. And isn’t shy of proving it.
alphaesthete The alphaesthete is not necessarily elitist or snobbish, but
privileges quality, design, elegance. The alphaesthete can be
• good –unafraid to take the lead in looking and feeling
a man
and being noticed.
from any social background or employed in any job – from
banker to brickie, footballer to ballet dancer. What distinguishes
and def ines him isn’t what he does for a living but the premium
• a sensational male. he places on style and taste and perfecting his own version
of himself.
• at the cutting edge of male aesthetics.
Given his need to stand out it’s no surprise that the
alphaesthete is often a bona f ide male celeb (see list). But
alphaesthetics for beginners more usually he is a local celeb – that’s to say, a sensation in
The alphaesthete takes consummate pleasure in looking his workplace, gym, sports club, circle of friends, or favourite bar.
good, standing out and being noticed. And he usually is. He
has a yen for aesthetics, style and things that are well made. The alphaesthete may be something of an alphasensualist
Especially his own appearance. but isn’t a slave to luxury or brands per se – he’s more
impressed by how something feels, or the cut of it. This is for
He works hard on that appearance and invests heavily in it the entirely self ish reason that he wants it to be about him
– both because he enjoys it and because he knows that in a and his sense/s – not about someone else’s brand. Above all
highly visual world like ours appearances are much more than he fashions his own signature rather than relying on it being
skin-deep. As the 19th Century seer and dandy Oscar Wilde delivered by a label.
once said, ‘Only shallow people don’t judge by appearances.’
Obviously the alphaesthete is closely related to the metrosexual.
The alphaesthete knows he’s ‘worth it’ – and certainly doesn’t But metrosexuality, the male desire to be desired, has become
need advertisers to tell him that. He isn’t in the least bit so mainstream and ‘normal’ that most men are metro now to
ashamed of his devotion to self-cultivation. Nor is he terribly a degree. And the alphaesthete always wants to stand out. If
worried about being thought ‘self-obsessed’ as he knows this anything, the alphaesthete is the metrosexual avant-garde. The
usually means he’s really impressed. cutting-edge of male aesthetics.

4. What does an alphaesthete look like? Well, take a look at these male celebrities
who provide a striking illustration. Key f igures from the worlds of fashion, sport and
music, they are very much their own men – but also very alphaesthetic. Their style
is all their own and head and shoulders above the rest.
Alexander Skarsgard, actor (Sweden)
Andre Benjamin, musician (USA)
Brandon Flowers, singer (USA)
Chen Kum, actor and singer (China)
Cristiano Ronaldo, (pictured, left ) footballer (Portugal)
Daniel Craig, actor (UK)
Gael Garcia Bernal, actor and f ilm director (Mexico)
Gavin Henson, rugby player (UK)
Gerard Butler, actor (UK)
Jenson Button, F1 racing driver (UK)
Mark Ronson, musician (UK)
This picture is for
illustrative purposes only
and is not permitted for
Mickey Rourke, actor (USA)
any third party usage or for
marketing, presentation Roberto Mancini, football manager (Italy)
or any other commercial
purposes. The inclusion Russell Brand, actor (UK)
of celebrities listed in the
report does not mean
that they endorse or are
Tom Ford, fashion designer (USA)
affiliated with the term
alphaesthete or any Vincent Cassel, actor (France)
product connected to Mark
Simpson’s work. Wendell Sailor, rugby player (Australia)
Cristiano Ronaldo photo by
Jasper Juinen/Getty Images Yoann Gourcuff, footballer (France)

5. Mark Simpson is a British journalist, writer, and broadcaster specialising in pop culture,
media, and masculinity. Simpson is a frequent media commentator.
He is credited with coining the term “metrosexual” in 1994. He also introduced the term
to the US in 2002, inaugurating the current popularity of the term.
He is also credited with being the f irst person to use the term “retrosexual” in the sense
of the anti-metrosexual in his book ‘Becks the Virus’ (2003).
The New York Times recently acclaimed his analysis of how sport and advertising are
merging to produce homoerotic images, what he dubs “Sporno” - “the place where sport
and porn meet and produce a gigantic money shot” – as one of their ‘Ideas of the Year’.
Mark Simpson is supported by SensoTouch 3D, Philips’ most advanced shave yet. For
more information on SensoTouch 3D, please visit: www.philips.com/sensotouch