Anyone who’s seen an American college movie is familiar with the stereotypical frat boy; excessive boozing, scantily clad sorority girls and fierce camaraderie define him. It’s nostalgia for such ‘bromance’ culture which is the driving force behind San Francisco-based shorts brand Chubbies. But how did these tiny shorts manage to unite a ‘bro’-based style cult?

Dr Mark McCormack undertook ethnographies of three groups of male sixth form students in the south of England, developing a picture of the role that masculinity and sexuality play in their day-to-day existence.

When David Beckham wore that sari and became the poster boy for metrosexuality, it was set in stone that a man who moisturised was the new normal. Now, the aesthetic has evolved into a hypersexed version of itself which is less about the perfect outfit than it is about self-objectification.

In 2013, a men's hairstyle cropped up among Shoreditch hipsters, and on the likes of Jake Gyllenhaal, Harry Styles and Leonardo di Caprio. Hair scraped back and tied into a knot; it's called the 'man bun'. And it's a style that's now challenging stereotypes by going mainstream.

Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

With lads’ magsNutsandFrontpublishing their final issues in April 2014,The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?

The modern woman is setting her sights on increasingly ambitious career. We sat down with John Gerzema, author ofThe Athena Doctrine, to find out more; how her attitudes have changed, what hurdles she faces and how brands can cater to her needs.

Masculinity is more attractive than ever. With more than three million men in Britain admitting to wearing make-up – from bronzer to blusher to foundation – the male cosmetics market is booming. But what’s driving this cultural shift? And are men concealing their usage as well as their skin?