Born between 1980 and 2000 (Viswanathan and Jain 2013) Generation Y are the children to baby-boomers and are widely recognised as the “next big generation” (Cui et al. 2003 p. 310). Eisner (2005 cited in Shaw and Fairhurst p. 367) believes Generation Y to be the “the most technically literate, educated and ethnically diverse generation in history”. Often referred to as ‘trophy kids’ (Viswanathan and Jain 2013), due to their many accomplishments, Generation Y are characterised as “goal-driven” (Viswanathan and Jain 2013 p. 484), “trustful” (Valentine and Powers 2013 p. 598), “individualistic” (Valentine and Powers 2013 p. 598) and “visually sophisticated” (Hawes 2010).
Generation Y are concerned with self-expression and communicating their identity (Valentine and Powers 2013). They are likely to seek inspiration from magazines as a result of their interest in celebrity endorsements, branded products (Baley and Seock 2010) and their preference, and enjoyment, of visually rich information (Viswanathan and Jain 2013). Furthermore celebrity style is relied upon for fashion choices and leadership (Baley and Seock 2010; Bakewell, Mitchell and Rothwell 2006). This, coupled with their “high brand awareness” (Viswanathan and Jain 2013 p.484), has lead to an influx of male celebrity-brand collaborations and endorsements. In particular, sportsman that Generation Y males idolise feature in contemporary fashion brand advertisements and magazine photoshoots (Bakewell, Mitchell and Rothwell 2006). David Beckham and Andy murray regularly endorsee fashion product and are viewed as cultural leaders (Bakewell, Mitchell and Rothwell 2006).
 |
| David Beckham: WSJ Magazine 2009 |
 |
| David Beckham: WSJ Magazine 2009 |
David Beckham, photographed by Paul Wetherell, for WSJ (Wall Street Journal) magazine's first dedicated menswear edition in 2009 appears sophisticated, stylish and confident (Camber 2011), appealing to Generation Y’s desire for status (Valentine and Powers 2013; Viswanathan and Jain 2013). He wears leading luxury brands such as Dolce & Gabbana, Prada, Hugo Boss and Ralph Lauren (Camber 2011), thus illustrating his affinity with fashion. It is this type of synergistic fashion photography that encourages Generation Y males to view fashion more favourably (Bakewell, Mitchell and Rothwell 2006). Generation Y males place emphasis on the relationship between social value and appearance and associate fashion and style with success (Bakewell, Mitchell and Rothwell 2006).
 |
| Andy Murray photographed by Mario Testino for Vogue |
 |
| Andy Murray photographed by Mario Testino for Vogue |
Fashion magazines are able to achieve greater loyalty from Generation Y consumers by including celebrity fashion photography (Baley and Seock 2010). Particularly, celebrity athletes are perceived by Generation Y males as role models (Buksa 1999). Strategic alliances, like the ones shown above, appeal to Generation Y male consumers. It is their concern with continuous learning and their goal-driven, growth-oriented, mindset (Viswanathan and Jain 2013) that aids their attraction to these celebrity athletes (Buksa 1999) and encourages them to view them as reliable and valuable fashion leaders (Bakewell, Mitchell and Rothwell 2006).
‘Dress to Win’
Generation Y males have been proven to be more materialistic than generation Y females (Bakewell, Mitchell and Rothwell 2006). They embrace the concept of ‘dress to win’ whereby they utilise fashion to display their symbolic identity and financial worth (Bakewell, Mitchell and Rothwell 2006). They seek to communicate authority and affluence (Bakewell and Mitchell 2003). Key influencing factors include wealth showcased on television, the availablity of credit cards for young consumers and the adoption of shopping as a recreational activity (Bakewell and Mitchell 2003). It is argued that fashion photography and advertisements that appeal to this male need will encourage greater loyalty from Generation Y consumers (Baley and Seock 2010). As a major consumer group (Cui et al. 2013) it is important fashion photography, especially in magazines, address these favourable attributes. The following examples of contemporary mens fashion photography arguably convey these desirable attributes and characteristics that shape Generation Y’s perceptions of fashion and style.
 |
| Double Checking: Photographer Damian Foxe |
 |
| Photographer Mile McMilan: 'An Obsession' for Vogue |
 |
| Photographer Marie Schmidt for Harbour Magazine |
 |
| Gucci Spring/Summer 2014 Menswear Campaign photographed by Mert and Marcus |
