Luxury must rethink the codes of masculine status

February 12, 2026

Bad Bunny, ASAP Rocky and Harry Styles are also shunning male luxury brands and choosing to be ambassadors for female-focused houses such as Schiaparelli, Chanel and Dior. Image credit: Shutterstock, Rokas Tenys

By Livia Stefanini

When Lady Gaga described Bad Bunny as a leader during the Grammy Awards, the comment did not feel like fellow artist flattery – it felt like a moment in cultural reassessment.

At a time where the concept of male leadership is reaching a precipice, authority has lost its go-to male heroes in politicians, CEOs, music/studio executives and royalty.

The decade post-MeToo has shown a reckoning of sorts. However, at the start of 2026, we are seeing what looks like rock bottom in the concept of masculine power.

Pale male
Endless geopolitical brutality, civilian casualties, dignitary scandals, not to mention the latest Epstein file dump, have produced a bleak image of a generation of male leaders repeatedly associated with abuse, hypocrisy, moral incoherence, crime and dishonesty.

Once instinctively associated with status, the archetype of the male leader that was powerful, dominant and emotionally distant now feels discredited.

I don’t intend to kick men while they are already down. This article seeks to understand how male leadership is rediscovering its legitimacy and how status-centered luxury culture could – or is – playing its part in the redefinition.

And, no, the answer will not be found in a podcast conversation between Steve Bartlett and Chris Williamson. But we can look at what’s already emerging using pop culture, and Lady Gaga’s comment as our inspiration.

Luxury has always been deeply invested in male leadership, with products and storytelling rooted in institutional power. The Wall Street watch. High-powered tailoring. Trophy vehicles. Corner-office interior designs. Even today’s tech-bro loafers and cashmere caps.

These objects reached desirability because they pointed towards a success system that held meaning. But now, men’s key luxury items also signal a version of status that is tainted.

Livia Stefanini

Mask the masculine
Historically, masculine success was built on accumulation. From Elon Musk to P Diddy, the monopoly model was clear: more control, more wealth, more visibility, more power.

Today, a leader such as Bad Bunny reveals a shift to authorship without control. He is exuding cultural inspiration without cultural domination. His ambition is not lesser than his predecessors, it has merely shifted from conquest to creation or from dominance to definition.

Alongside this reimagination is a change in masculine artists’ behavior. Less performative toughness meets more emotional images.

Consider Bad Bunny vs Pitbull. Or ASAP Rocky vs Jay Z. Even Harry Styles vs Robbie Williams.

While they all share a cheeky allure, the aggressive bad boy era is over.

Bad Bunny, ASAP Rocky and Harry Styles are also shunning male luxury brands and choosing to be ambassadors for female-focused houses such as Schiaparelli, Chanel and Dior.

Conscious ASAP is an imperfect example after his own criminal run-in, but the image he is promoting feels relevant.

Thinking beyond music artists to the new generation of male actors currently gracing the red carpet for awards seasons, we are seeing a detachment from institutional power coding such as rigid silhouettes, military codes, aggressive lines and serious colors.

Instead, there is a movement towards softer constructions, playful proportions, fluid silhouettes, decorative details and more expressive color palettes which can be both eclectic and/or minimal.

At a brand level, houses such as Bottega Veneta, Louis Vuitton and Gucci are investing in new male status symbols such as handbags and scarves. But a Bottega intrecciato tote worn by Jacob Elordi is not the solution.

Soft touch
Male luxury cannot simply choose better talent. The humans behind the brands need to help redesign the concept of male status.

Stop designing for “power,” start designing for self-actualization
Prioritize designs that can fuel individual creation instead of communicating the power and control.

Replace armour with tactility
Dial down aggressive, military design codes with movement, softness and intimacy.

Make accessories interesting rather than intimidating
Let luxury status symbols such as watches tell thoughtful stories.

Elevate integrity in the workforce
Brands cannot sell a softer era in leadership when trade news is filled with corporate politics.

WHILST FASHION AND luxury can seem superficial in today’s climate, brands are also a global language, transcending national barriers.

The message will be heard universally if brands can help define a new vision of leadership that is not rooted in gender-specific dominance and authority, and instead built on definition and authorship.

Livia Stefanini is a London-based strategy and storytelling consultant focused on the luxury, fashion, skincare, automotive and hospitality sectors. Reach her at [email protected].

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