Sex sells. We’ve heard it since the dawn of Mad Men. But honestly, the classic image of a man with sexy women draped over his shoulders or staring adoringly at his new watch is becoming a relic of a very specific, and arguably dying, era of advertising. You see it in old cologne ads from the 90s. You see it in those over-the-top beer commercials from the early 2000s. It was the standard.
Things are changing. Fast.
The psychology behind these images wasn't actually about the women. Not really. It was about "aspirational status." Marketing experts like Jean Kilbourne have spent decades documenting how these visual cues function as a shorthand for power. If you buy the product, you get the lifestyle. That lifestyle, according to a billion-dollar ad industry, always included a man surrounded by beautiful women. But does it actually work in 2026?
The Science of "Aspirational Mirroring"
When a brand puts a man with sexy women in a digital ad, they are betting on something called "sexual signaling." Biologically, humans are hardwired to notice high-status cues. In a 2017 study published in the Journal of Consumer Research, researchers found that while "sexy" imagery grabs attention—literally stopping the thumb from scrolling—it doesn't always translate to brand recall. In fact, sometimes the "sexy" part is so distracting that people forget what was actually being sold.
It’s called the "vampire effect." The imagery sucks the life out of the brand message.
I remember talking to a creative director at a mid-sized agency in London. He told me that ten years ago, they’d just cast a few models, put them in a car with a guy, and call it a day. Now? That approach is a death sentence for a brand's social sentiment. People find it "cringe." It feels dated. It feels like someone's trying too hard to be Hugh Hefner in a world that has moved on to more nuanced versions of masculinity.
Why Social Media Killed the Classic Trope
Instagram changed the game. Then TikTok buried the old rules.
🔗 Read more: Marie Kondo The Life Changing Magic of Tidying Up: What Most People Get Wrong
On social media, "authentic" content performs better than "staged" content. The old-school man with sexy women setup feels staged. It's too perfect. Too airbrushed. Modern audiences, especially Gen Z and Millennials, are incredibly sensitive to what they perceive as "performative" success.
Instead of the traditional "alpha" imagery, we're seeing a shift toward "lifestyle integration."
- Community over Conquest: Success is now shown through a group of diverse friends having a genuine time.
- The Power Couple: Instead of a man with multiple "accessories," brands now focus on a high-value partnership.
- Skill-Based Status: Being the guy who can actually cook, fix a bike, or code a new app is often seen as "sexier" than the guy standing next to three models.
It's a weird shift. But it’s real.
Think about the "Old Money" aesthetic that blew up on TikTok recently. It’s not about having a harem; it’s about a specific kind of quiet confidence. It’s about linen shirts and vintage watches. The women in these frames aren't "props"—they are portrayed as equals with their own agency. This is a massive departure from the 1980s "power player" imagery.
The Evolutionary Psychology of Social Signaling
If you look at the work of evolutionary psychologists like David Buss, you’ll find that men have historically used "conspicuous consumption" to signal fitness. A man with sexy women was essentially a billboard saying, "I have the resources to be a high-value partner."
But there's a flip side.
💡 You might also like: Why Transparent Plus Size Models Are Changing How We Actually Shop
As women have gained more economic power, the "signals" they look for have changed. A guy who needs to surround himself with models to look cool often signals insecurity rather than dominance. This is a nuance that old-school advertisers missed. They thought more was better. They were wrong. Today, the "lone wolf" or the "devoted partner" often carries more social weight in high-end luxury markets.
What Most People Get Wrong About Male Desirability
People think that to be "the man," you need the visual trappings of a music video.
That’s a lie.
Most high-net-worth individuals I’ve interviewed or worked with actually avoid this kind of imagery. It’s "nouveau riche." It’s loud. Real status is often much quieter. When you see a man with sexy women in a modern context—like on a "luxury lifestyle" Instagram page—it’s usually someone selling a course on how to get rich. It’s a funnel. It’s a tactic. It isn't the reality of how the top 1% actually lives or presents themselves.
The Problem with the "Prop" Mentality
Treating people as props in a photo is a quick way to get "canceled" or at least heavily mocked in the comments.
The "male gaze" in photography, a term coined by Laura Mulvey, is being replaced by a more inclusive lens. Brands like Axe (Lynx), which built their entire empire on the idea of a man with sexy women chasing him down the street, have completely rebranded. Their new ads focus on individuality and "finding your magic." Why? Because the old stuff stopped selling. It felt desperate.
📖 Related: Weather Forecast Calumet MI: What Most People Get Wrong About Keweenaw Winters
Actionable Steps for Navigating Modern Aesthetics
If you’re trying to build a brand or a personal image that feels modern and attractive without falling into the "cheesy 2000s" trap, here is how you actually do it.
Focus on "Quiet Luxury"
Don't lean on others to provide your status. Your value should be evident in your choices—the quality of your clothes, the way you carry yourself, and your fitness. A man who looks like he belongs in a room doesn't need a "sexy" entourage to prove it.
Prioritize Dynamic Interaction
If you are taking photos with women, make sure it looks like a real interaction. Laughing, talking, or sharing an experience is 100x more attractive than a static, posed photo where everyone is looking at the camera.
Understand Your Audience
If your goal is to attract high-quality partners or business associates, understand that they value discretion. Over-the-top displays of "game" or "status" are often red flags for people who actually have those things.
Invest in Photography, Not Props
A great photographer can make a man sitting alone at a cafe look more "sexy" and successful than a mediocre photographer can make a guy on a yacht surrounded by models. Lighting, composition, and "vibe" matter more than the number of people in the frame.
Check the "Cringe" Factor
Before posting or running an ad, ask: "Does this look like a parody of a 90s movie?" If the answer is yes, scrap it. The man with sexy women trope is so overused that it’s become a caricature.
The world has changed. The way we view status, sexiness, and "the man" has evolved past simple, crowded frames. It’s about depth now. It’s about being the person people want to be around, not just the person who can hire a crowd for a photo op.
Real confidence doesn't need to shout. It just sits there and lets everyone else do the talking.