Can sex actually sell to men?

Sexy menswear continues to trend on the runway. While it’s driving clicks for luxury brands, it’s less clear whether sex translates into sales.
Image may contain Clothing Shorts Hat Accessories Glasses Footwear Shoe Adult Person Jewelry and Necklace
Photo: Getty Images and Umberto Fratini / Gorunway.com

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“I’m a big advocate for men wearing shorter shorts,” Paul Mescal — an actor frequently described as hot — told GQ at Gucci’s Spring/Summer 2025 men’s show in Milan. He was wearing a thigh-skimming white Gucci pair coupled with a blue Oxford shirt. The video quickly garnered over half a million views and 100,000 likes on GQ’s TikTok alone.