Posts Tagged ‘Metrosexy Christmas’


Get out the red carpet, it’s awards season, dahlinks! Over at Grooming Guru HQ, a veritable metrotastic emporium, ‘Lab Series’ has won the male beauty – sorry I mean male grooming – brand of the year 2012. Not being one for facial scrubs, I know nothing of this product. But I have an award for metrosexy brand of the year myself.

In the autumn, I discussed the merits and problems with Brad Pitt‘s appearance as the new ‘face’ of women’s perfume, Chanel No. 5. Overall I thought this marriage was almost as successful as Brangelina.

And now I am going to come all out and say that Chanel is my metrosexy brand of the year. The tagline for Brad’s ad is ‘Inevitable’. And the reason Chanel is my winner is that Brad for Chanel underlines just how inevitable it is that one day an iconic ‘manly’ movie star would represent an iconic women’s perfume. That in time, metrosexuality would permeate the whole of our culture. Chanel are not being pioneers here. With men already having been ‘cover girls’ for Men’s Health, Gay Times, X Factor, Nivea for Men, etc, the ‘passive’, ‘feminine’ man model is nothing new. But for such a huge brand as Chanel to embrace the zeitgeist secures metrosexuality as THE ‘brand’ of masculinity today.

And, whether you love or hate Brad’s TV advert, you have  to admit that if something can be spoofed it usually means it’s not a total failure. And this spoof by an American TV show is really metrotastically funny!

So well done Brad and Chanel, you’re QRG’s Metrosexy Brand of the year 2012! Pass me the Babycham I am going to celebrate in style.

Often overshadowed by its big-pecced pert-assed cousin, Abercrombie and Fitch, the all-American ‘Preppy’ brand Tommy Hilfiger has come back fighting with this metrotastic advert.

And MetroAuntie can’t help but feel warmed in the cockles of her voyeuristic heart.  Partly because the slightly hipsteresque twee yet easy on the eye ad from Hilfiger is a great example of the self-admiring, omnisexual,  metrosexy ‘gaze’. This is what has been blatantly ignored by a recent ‘eye tracking study’ that I linked to on twitter on December 2nd, 2012, saying:

‘ … The study this piece is based on on men, women, the ‘gaze’ … only had 52 participants! #BadScience

Forget the uptight, homoanxious science academics, we know men love to look at each other and themselves, and so does Tommy Hilfiger!