They drink matcha lattes. They carry tote bags. And, in recent weeks, they've become an internet sensation.
They're called "performative men" − and, even if you haven't heard of them yet, odds are you've seen one on your social media feed or in your local thrift store.
These are men who go to great (and often cringe-worthy) lengths to signal how sensitive, intellectual and emotionally attuned they are − without actually being any of those things. Think of the guys who have perfect vision but still wear glasses, wear only vintage clothing and clutch a copy of a Joan Didion book wherever they go. Their lives are basically a near-constant performance, all curated to show others − especially women − how enlightened they are.
The trend is "sort of appealing to the female gaze," one TikToker explains in a video, adding that the typical performative man "thinks he's not like other guys and that he's emotionally aware."
"There's been a shift from the alpha bro to a more chill, nice guy," the TikToker continues. "There is a trend for men to be more soft and fashion-forward."
