06-07-2025
Protein chic: When a toned body becomes the new aesthetic icon
Where fashion and fitness once occupied opposite realms, one artistic, the other physical, they now intersect. Each cut, sheer overlay, crop top, and figure-hugging garment becomes a celebration of the body.
Above Where fashion and fitness once occupied opposite realms, one artistic, the other physical, they now intersect
Above Each cut, sheer overlay, crop top, and figure-hugging garment becomes a celebration of the body
Above From Denzilpatrick's translucent tops and Doublet's crop tops showcasing chiselled abs, to Dior Menswear's dresses for men, these designs affirm Protein Chic's ethos: there are no limits to how a toned body may be expressed (photo: idntimes, tag-walk, WWD)
This shift isn't confined to the catwalk. It's spreading fast, thanks to the power of social media. On TikTok and Instagram, the #GymTok trend has spawned millions of clips capturing the everyday rituals of fitness: training, sculpting, calorie counting, meal prep. The body becomes 'content'—a visual shorthand for a lifestyle defined by discipline, self-care, and autonomy.
Above Harry Styles and Jacob Elordi brought gymwear to the streets in distinct styles. Harry paired athletic shorts with a retro denim jacket, while Jacob opted for fitted workout gear that showcased his physique. Both embodied the spirit of street-meets-sport: confident, health-conscious, and effortlessly modern
Above Harry Styles and Jacob Elordi brought gymwear to the streets in distinct styles. Harry paired athletic shorts with a retro denim jacket, while Jacob opted for fitted workout gear that showcased his physique. Both embodied the spirit of street-meets-sport: confident, health-conscious, and effortlessly modern
As the celebration of the body moves beyond the gym, gymwear naturally follows. Crop tops, fitted trousers, and tank tops are no longer confined to fitness studios; they have become statements of individuality and perseverance. Worn on the streets, these pieces speak of effort, identity, and self-expression. From workout spaces to street style, from social platforms to the catwalk, physical strength has evolved into an aesthetic: seductive yet thoughtful, fashionable yet full of vitality. The transformation of masculine beauty
Throughout the 1990s and early 2000s, muscularity was synonymous with traditional masculinity. Figures like Terminator 's Arnold Schwarzenegger, Rocky 's Sylvester Stallone, and Fight Club 's Brad Pitt defined the 'alpha male': stoic, intimidating, and emotionally unreadable. Their physiques didn't require commentary; their presence alone conveyed dominance.
Photo 1 of 3 Sylvester Stallone, Arnold Schwarzenegger, and Brad Pitt once defined the ideal male physique where muscle mass symbolised authority, masculinity, and untouchable power
Photo 2 of 3 Sylvester Stallone, Arnold Schwarzenegger, and Brad Pitt once defined the ideal male physique where muscle mass symbolised authority, masculinity, and untouchable power
Photo 3 of 3 Sylvester Stallone, Arnold Schwarzenegger, and Brad Pitt once defined the ideal male physique—where muscle mass symbolised authority, masculinity, and untouchable power
Protein Chic marks a departure from that rigid ideal. It champions a different kind of strength, sensual, expressive, and approachable. This aesthetic aligns with the broader evolution of masculinity seen in recent years: David Beckham embracing skincare, Timothée Chalamet donning crop tops, male models walking in dresses at Dior Men. In this era, gender is no longer a limitation in fashion, and beauty is no longer bound by biological norms.
But the appeal of Protein Chic also carries weight. As the toned body becomes a cultural symbol of positivity, those who don't meet the aesthetic may feel scrutinised not just for their appearance, but for perceived lifestyle choices. Even the most dedicated gym-goers can find themselves trapped in cycles of comparison. Protein Chic, then, is not an end goal. It's an evolving practice that invites discipline, understanding, and compassion to coexist.
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