What ever happened to all those metrosexuals that were so ubiquitous in the 90's? A catchy neologism derived from the words "metropolitan" and "heterosexual," the term "metrosexual" perfectly captured the consumerism and aesthetic of the decade. It came to be associated with straight men like David Beckham, George Clooney, and even former President Bill Clinton, who were seen as embodiments of the new millennium man.
Like most popular trends, advertisers were quick to exploit and cash in on the metrosexual phenomenon. Companies launched gorilla marketing campaigns targeting this previously untapped demographic, who had disposable income and were willing to spend it. However, metrosexuals were more than just consumers, they were sexual revolutionaries, albeit unorthodox ones.
While the term came to be associated with straight men, in reality metrosexuals were never so easy to categorize. The typical metrosexual was far more in love with himself than he was with another man or woman. There was a strong dose of narcissism associated with the metrosexual man, who, freed from preconceptions of what it meant to be a man, could be... well, just metrosexual. A metrosexual was just as comfortable debating the sartorial merits of Giorgio Armani or Tom Ford as he was speculating as to whether the Cowboys would likely make the play-offs that year. In other words metrosexual men challenged masculine conventions: what Ronald Levant, Ed.D., a specialist in the field of gender studies, characterizes as men's tendencies toward "avoidance of femininity; restricted emotions, sex disconnected from intimacy; pursuits of achievement and status; self-reliance; strength and aggression; and homophobia."