Labubus, tote bags, and matcha: How the “performative male” trend is changing men’s fashion

A new wave in men’s fashion is taking over social media — it’s called the “performative male” trend. With over 20 million views on videos and posts tagged #performativemale, this new aesthetic is changing how young men dress, act, and express themselves.

The “performative male” is easy to recognize. He wears oversized pastel sweatshirts, loose pants or skirts, tote bags with cute charms like Labubu dolls, and often carries a cup of matcha or a book. He is confident, stylish, and not afraid to look soft or artistic. His fashion choices blend comfort and creativity, while also appealing to the modern idea of what looks attractive.

Not long ago, men’s wardrobes were simple — shirts, jeans, shoes, and suits for work. But today, that idea is changing fast. Young men are using fashion to express their personality, emotions, and mood. They are moving away from the old image of strong and serious masculinity and creating a softer, more expressive look.

Fashion designer Prasoon Sharma, from the brand Triune, explains that this change is about freedom. “Many men today use fashion as self-expression,” he says. “They are trying new colors, accessories, and fabrics that older generations called unmasculine. From pastels to pearls, tote bags to cropped jackets — it’s all about owning your style, not hiding it.”

This trend connects to the larger idea of “performing masculinity.” In the past, being a man meant being tough and simple. Now, men are using fashion as a form of storytelling — to show that they care about art, culture, and self-image. Every outfit becomes part of a small performance about identity.

The performative male doesn’t just wear clothes — he presents them. His selfies are perfectly taken. His poses look effortless but are carefully planned. The goal isn’t only to look good but to be seen as someone who understands fashion and emotion.

Social media has played a huge role in shaping this movement. Platforms like Instagram and TikTok have made fashion more visual, emotional, and personal. Young men post “fit checks,” daily outfit videos, or mirror selfies that mix humor and style. Their followers praise confidence and creativity more than traditional masculinity.

The rise of the Labubu doll, a cute collectible figure often attached to bags, has also become a symbol of this trend. It shows how the performative male blends playfulness with confidence. Carrying a Labubu charm, sipping a matcha drink, or using a tote bag with an art print all communicate a message — that it’s okay for men to have fun with style.

Experts say this shift reflects a bigger social change. Men today are becoming more open about their feelings, mental health, and appearance. Fashion is one way they express that change. “What used to be seen as feminine is now just fashion,” says designer Sharma. “It’s not about gender anymore. It’s about personality.”

Still, some critics argue that the “performative” part of the name means that it’s more about showing off than being real. They say that many young men dress this way because it looks good online, not because it reflects their true selves. Others believe it’s part of a positive transformation — proof that men can be stylish, sensitive, and expressive at the same time.

The truth may be somewhere in between. The performative male aesthetic sits at the crossroads of fashion, identity, and social media. It allows men to explore who they are — but also invites them to share that exploration publicly.

Whether it’s a carefully chosen tote bag, a pearl necklace, or a pastel hoodie, each item tells a story. The story is simple: modern men are no longer afraid to be seen.

As this trend continues to grow, one thing is clear — fashion is no longer just about what men wear. It’s about how they feel in what they wear, and how that feeling connects them to the world.