Men are the new Women
They diet
and work out to stay in shape; they use anti-ageing products; and yes, they
love fashion
There was a time when the only people on special diets
or with wide-ranging allergies (yeah, right!) as you sat down to eat at the
table were the ladies. Some were ‘gluten-intolerant’ and could not eat either
wheat or rice – or, in fact, pretty much anything else. Others were
‘lactose-intolerant’ and steered clear of anything which had even a whiff of dairy
about it. There were those who were vegetarian or, in extreme cases, vegan.
Others were on a high-protein diet. Some insisted they could not mix their
carbohydrates with their proteins. And yet others stuck to soup because they
could not eat solids after 7 pm. In fact, there seemed to be as many diet
regimens (and, of course, allergies) as there were women on the table.
But now, men are muscling in on what was earlier a
female preserve. These days, it is almost a given that the men will also be on
some sort of special diet. Of course they take care to give it a suitable macho
name to differentiate themselves from the ladies. But even if you call it a
‘caveman diet’ (what cavemen would eat, as in meat, fruit, etc., rather than
the cereals that came with civilisation) or ‘dude food’ (the kind that the boys
take so much pride in rustling up at a barbeque) there is no getting away from
the fact that men are now intruding on what was once an exclusively female
territory: fad diets.
Whereas earlier men restricted themselves to dreaming
up whacky diet regimens for the ladies – meet Messrs Montignac, Atkins, Dukan –
now the lads are also subjecting themselves to everything from deprivation to starvation
to lose those pesky extra pounds.
Ditto, with the exercise regimes. There was a time when
the only men you saw pounding away on the treadmill or pumping iron at the gym
were putative models/actors who wanted to develop a body like Salman Khan or
Hrithik Roshan. No longer. Now the middle-aged are also huffing and puffing
through cardio workouts to get rid of their much-too-prosperous middles. They
go for walks early morning, jog every evening, get personal trainers in to
build up their physiques, and take as much pride in every pound lost as they do
on every zero added to their bank accounts.
And if Pilates is on the plate, then can pedicures be
far behind? Perish the thought. Beauty treatments are pretty much de rigueur
for the men these days. They want their facials and face masks as much as the
ladies. They too want their nails buffed to perfection with weekly manicures.
And their bathroom shelves are heaving with as many face care products –
exfoliating scrubs, moisturising creams, anti-ageing serums, revitalising night
creams – as the women in their lives.
Fashion, too, is as much a preoccupation with men these
days as it is with women. Gone are the days when they were happy to have a
couple of suits in the wardrobe for office wear, and grimy jeans and
sweatshirts for their days off. Now, they follow trends closely, keeping an eye
out for the latest styles in tailoring.
It is not a coincidence that FTV shows as many men’s
fashion shows on prime time as it does women’s collections. Or, that such magazines
as GQ have found a ready niche in the marketplace, providing style tips for men
who want to look trendy. International menswear brands like Canali and Armani
are doing great business in India, even in the uber-expensive, made-to-measure
segment. And designer jeans like Seven for Mankind and Diesel are selling as
much to men as they are to women.
This new interest in fashion is not restricted to
clothes either. Men have become as obsessed with shoes as women have been down
the decades. Two pairs each of brown and black shoes will no longer do. Nor
will one tatty pair of keds which can be pressed into duty at the family
picnic. Now, the man of taste and style wants British brogues to go with his
formals, Italian loafers for casual dressing, designer sneakers for the gym,
patent leather to play dress up, open-toed sandals for the Indian summer. In
short, he needs as many shoes as his wife (okay, I exaggerate, but only a
little).
If you want to take a good look at just how much the
unreconstructed man has changed, just get a load of the poster boy for the New
Man: Shane Warne. Yes, good old Warnie. Remember him, the cheerfully podgy
spinner on the Australian cricket team, with a weather-beaten complexion and
straw-like hair that flopped down untidily every time he came in to bowl?
Well, if you do, you certainly won’t recognise him in
his new incarnation. His forehead looks Botox-smooth, though he insists (as you
do) that it is all down to his anti-wrinkle cream. His hair is subtly
highlighted, conditioned to within an inch of its life, and perfectly styled to
frame his suspiciously-taut face. His whitened teeth gleam maniacally as he
gives a rictus-grin to the camera. And his toned abs and pert bum is shown off
to perfection in his new designer togs.
Shane Warne, they tell us, is the New Man, for whom the
term ‘metrosexual’ was minted. But if you ask me, he is representative of a new
breed: Men who are the New Women.
