The British magazine "FHM" ("For Him Magazine") was founded in 1985 and ran continuously until it closed in 2016. It specialized in articles about fashion, sports, fitness, music, gadgets, cars, and women. In this essay, I will examine the cultural snapshot that the magazine provides of male identity from its beginning to its end, focusing on changes in masculinity, sexuality, and lifestyle over time.
In the early years of FHM, men were depicted as rugged, active, athletic, and adventurous, with an interest in extreme sports and a penchant for dangerous activities such as sky diving and rock climbing. The magazine also featured models dressed in tight-fitting clothing and posing provocatively, which reflected a more sexually charged attitude toward female beauty than had previously been common in mainstream media. This reflects a growing appreciation for a kind of macho, risk-taking masculinity, which appealed to young men who saw themselves as rebels against traditional gender roles.
As the 1990s progressed, FHM's coverage shifted to include more attention to technology, style, and consumerism. Men began to be portrayed as fashionable and refined, with an interest in staying up-to-date on the latest trends in electronics, clothes, and automobiles. They were still athletic but were now seen as sophisticated and urbane, enjoying fine dining and nightlife rather than just adrenaline-pumping thrills. This new image of manliness was more aligned with what became known as "metrosexual" culture, where men took pride in their appearance and grooming as much as their physical prowess.
By the turn of the century, FHM's coverage continued to evolve, becoming even more focused on style and consumption, with less emphasis on danger and adventure. In addition, it explored different kinds of sexuality, including same-sex relationships, BDSM, fetishes, and other non-mainstream expressions of desire. This reflected a broader cultural shift towards greater acceptance of LGBTQ+ identities and kinky lifestyles, while also pointing to a desire among straight men to explore their own desires outside of traditional monogamy and heteronormativity.
In its final years, FHM's content had become increasingly celebrity-focused, with features on movie stars, musicians, and social media influencers. It also delved into online gaming, mobile apps, and virtual reality, reflecting how digital technologies were reshaping the ways that people interacted with one another and experienced the world. At the same time, the magazine remained committed to featuring beautiful women, though there was less emphasis on objectification and more attention paid to women who were strong, independent, and empowered.
By the end of its run, FHM had become an iconic symbol of male identity, showcasing changing attitudes about masculinity, sex, and consumerism over three decades.
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