The Rise of the 'Performative Male' Aesthetic: Urban Trends and Curated Identities

A recent short video, uploaded by Gregorys Coffee, has drawn attention to a burgeoning urban aesthetic dubbed the 'performative male.' The seven-second clip features an individual navigating a city street, conspicuously holding a matcha beverage, sporting wired headphones, and carrying a tote bag adorned with a popular Labubu plush toy. In his free hand, he balances a small book. The video, captioned 'All he’s missing is a camera,' and tagged with #performativemale, #matcha, and #labubu, playfully highlights a curated public image prevalent in contemporary urban culture. While the video itself is a lighthearted observation, it taps into a broader discussion about authenticity, personal branding, and the visual representation of identity in the digital age. This trend, often observed on social media platforms, involves individuals presenting a carefully constructed persona through specific fashion choices, accessories, and consumption habits, such as specialty coffees and trendy collectibles.

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What men think about the performative male trope

As aspiring performative males fight it out in the capital this weekend — some men are fed up with the joke'