New Masculinity

  • David McGovern
  • Philippa Wagner
  • Stephan Knight
  • Iggy LDN
  • Giorgio Trisciani

Collaborating with IGGYLDN, we set out to discover how real men are feeling and talking about their gender in 2018. We invited nine men from different ethnicities, ages, and orientations to The Future Laboratory to debate the changing role of masculinity on film.

We opted for a sparse, neutral visual approach, allowing the opinions and experiences to be the focal points. The conversations were allowed to unfold naturally, with gentle prompts. The feeling of building and coming apart, construction and destruction, was important to convey. We hope the film captures this watershed moment in 2018, when the understanding of what it means to be a man in the 21st century is having a much-needed evolution.
In the wake of the #metoo movement, it’s clear that today’s mainstream perception of masculinity is broken. But many brands are perpetuating old stereotypes that fail to chime with changing consumer opinion. Our New Masculinity series on LS:N Global shows why brands need to help detoxify masculinity, and how they can diversify the narrative around what it means to be a man in 2018 and beyond.