FHM and the Rise of the "Lad's Mag" Culture
What was FHM?
The magazine FHM, or For Him Magazine, originated in Britain in 1985 as a spin-off from a music publication called Smash Hits. It quickly gained a reputation for its bold editorial direction and focus on male interests such as sports, music, women, fashion, gadgets, and humor. This made it one of the most popular magazines among young men in Britain during the late 1980s and early 1990s, leading to its expansion into international markets including Australia, India, Malaysia, China, and Brazil. The magazine's signature feature was its annual "Sexiest Woman Alive" competition, which became a major cultural event in many countries around the world.
How did FHM define masculinity?
FHM's target audience was young, affluent males aged between 16 and 24 who identified themselves as heterosexual and sought out entertainment that reinforced their sense of masculinity. Throughout its existence, the magazine promoted traditional ideas about what it meant to be a man by featuring stories about sports heroes, muscular models, celebrity crushes, and beautiful women. Its editorial approach emphasized aggressive pursuit of sexual conquests, often framed as the ultimate expression of masculine power. This led to controversy over whether FHM contributed to sexist attitudes towards women and sexual objectification, but also created a community of fans who saw the magazine as an expression of their identity.
What was the impact of the "lad's mag" culture on British society?
The rise of lads' mags like FHM coincided with a broader shift in British culture toward greater sexual openness and consumerism. Magazines like Loaded and Nuts offered similar content but catered more to working-class audiences than FHM's middle-class readers. Their popularity helped normalize attitudes towards casual sex and unmarried cohabitation among young adults, leading to changes in social norms and expectations for relationships. At the same time, some critics argued that this focus on hedonistic pleasure distracted from more important social issues such as poverty or inequality.
How did FHM change over time?
FHM faced challenges in maintaining its dominance in the digital age, particularly after the emergence of online pornography and social media. It responded by expanding into other genres including food and travel, while still keeping a strong presence in music coverage. In 2015 it merged with its rival Zoo Weekly to form FHM/ZOOO Group Limited, which aimed to better compete against newer competitors such as Vice Media or Playboy.
FHM eventually ceased publication in print format entirely in 2016 due to declining sales and increased competition from digital media. Its legacy remains significant as one of the pioneering examples of lad's mag culture and its influence on contemporary masculinity.