Some researchers argued that traditionally some men and predominantly women may be aroused by broad chins and shoulders and high cheekbones or by a sculpted physique as indicating a masculine discipline and self control. But with the advent of so called male 'metrosexuality' (though hotly debated as just urban, post-industrial, capitalist-consumerism culture hype), describing a man who spends a lot of time and money on shopping for his appearance, a subtle change in a man's vision of a masculine lifestyle is nonchalantly evolving, languidly de-emphasizing traditional male gender roles. Statistics, including EuroRSCG's market research showed that the most important shift in masculinity is that there is less avoidance of femininity and the “emergence of a segment of men who have embraced customs and attitudes once deemed the province of women.” Erros averred, "though some styles and behaviors, such as wearing knee britches, makeup and jewelry that are today considered feminine were, in the past, part of the man's domain, what is accepted as 'masculine' has shifted considerably throughout the times, so the modern concept of how a man should be, differs from the ideal man of yesteryears. In line with what is current, my collections reflect a heterosexual male who is in touch with his feminine side, decidedly accessorising and combining masculinity and desirability.” Conceivably, as the case may be, this designer's penchant for such whimsical dernier cri chic, may be a lasting cultural change in the fashion environment significantly transforming views on men's potent manliness, as evidenced by Marshal Cohen, a retail analyst's probing opinion that 'men nowadays cared more about how they look than the women shopping for them had.'
