“He’s more of a ladies man. I’m more for the male clientele.”
Tip: Paul D
Interesting article on sporno and the London Olympics (with reference to yours truly) by Francois-Luc Doyez in France’s Liberation newspaper.
Available at Out.com.
English (unedited) version of Q&A with Mark Simpson by Michele Masneri for Italian cultural magazine Studio in which he talks about the Italian roots of sporno, the next stage of metrosexuality – and the Silviosexual
What do you mean by the word “sporno”?
The place where sport and porn get into bed while Mr Armani takes pictures. Beckham and Ronaldo’s bulging packets rammed down our throat on the sides of buses. Dolce & Gabbana hanging around the Italian football team’s locker room. That kind of thing. So once again we mostly have Italia to thank.
Metrosexuality, the male desire to be desired, has become so normal now that it’s pretty much taken for granted. So in order to get noticed you have to go hardcore – and promise the viewing public a gang-bang in the showers. Hence sporno.
Is Italy the most metrosexual country?
In a sense the wave of metrosexuality that swept the globe in the last decade or so was really just the rest of the world catching up with Italia and becoming a little bit more Italian.
Male narcissism is at the heart of metrosexuality – and in Italy unlike in the Anglo world this has never really been properly repressed. Italy, home of Michelangelo, Marcello Mastroianni and Dolce & Gabbana, never seriously pretended that ‘beauty’ was a word that couldn’t sit alongside ‘male’, and pat its well-formed knee.
In Italy, particularly Southern Italy, young men often have an almost swishy but entirely assured way of walking that few Anglos can ever hope to match. And if we try, it just ends up a silly sashay.
Nonetheless, I think full-throated metrosexuality does break down traditional or official ideas about the sexual division of loving and looking even in Italy by undermining machismo and ‘outing’ the queerness of it all. The way that women look at men and men look at other men – and how men get very turned on by all the attention.
Do you know the Fiat-Chrysler CEO, Sergio Marchionne?
Mark Simpson: I’m afraid I had to look him up. Are you sure he’s Italian? He looks like Jeremy Clarkson’s dad. Do you think he has a wardrobe at home with 365 identical shapeless jumpers and shirts?
Hummersexuals are guys who over-emphasise their masculinity with ‘manly’ accessories in a way that makes you wonder what they’re covering up. Retrosexuals are merely pre-metrosexual.
Sergio seems more retrosexual than hummersexual. Partly because Fiat cars aren’t terribly popular with the US military or Hollywood action heroes – too small and ‘faggy’, I expect – but mostly because he reminds me of my old chemistry teacher.
And how about former Prime Minister Berlusconi?
He’s quite something, that Berlusconi! But at least, as he keeps reminding us, he’s not queer. Even if he does look like a drag queen.
I don’t think any of the categories really fit Silvio. He’s far too special. He’s in a category all of his own. Silviosexual.
Mind you, his old chum Tony Blair, our former PM and rock star manqué, shared the same drag queen smile. But ultimately Silvio is a reminder to an Anglo like me of the mysteries of ‘machismo’. How something so camp can imagine itself something so butch.
Perhaps we need to go way back in time to locate Berlusconi’s painted, dyed, stretched, terrifyingly cosmetic look. Back to the Pharaohs of Ancient Egypt.…
Is David Beckham still the epitome of the metrosexual?
Yes, albeit the ageing metrosexual. In English we have an expression, ‘mutton dressed as lamb’.… But then there are lots of men his age and older who also don’t want to give up their sex-object status – so they look to him for inspiration. Though he’ll have to offer them something a lot sexier than those daggy H&M pants and vests he came up with recently.
Beckham’s metrosexual crown has of course been usurped by younger, prettier players such as Cristiano Ronaldo – who also famously stole his Armani undies. At the same time you have a new generation of tarty male reality TV stars, such as Mike ‘The Situation’ Sorrentino and his ‘gym tan laundry’ metro mantra from Jersey Shore. And at the movies you have stars like Tom Hardy, with those pouty, Brando-esque lips, muscles and his openly admitted bi-curious past telling us ‘Don’t be a afraid to dream a little bigger, darling.’
Is metrosexy the “next stage” of metrosexuality? The word ‘metrosexual’ was born in the Nineties. What happened to male narcissism since then?
Funnily enough Justin Bieber was born the same year as the metrosexual. They’re both sweet seventeen. In other words, metrosexuality is still waiting for its voice to drop.
That said, men’s narcissism has become much so mainstream and accepted in the last decade or so, to the point where it is often taken for granted, especially by the younger generation who has grown up with it. Hence the word itself is likely to become defunct at some point in the not too distant future. To some extent Metrosexy is about a post metrosexual world.
However, there are still reaction-formations and kinky backlashes against metrosexuality, particularly in the US which, because of a passionately Protestant history and an equally passionate denial about its own screaming gayness, continues to work out her issues. E.g. those hummersexuals.…
Essentially ‘metrosexy’ is the tarty male sensibility that metrosexuals have injected into the culture. Metrosexuality has gone from being a ‘type’ – ‘the metrosexual’ – to be spotted and pointed at, to being a pervasive ‘feeling’. A way of seeing and being seen.
Also, a glance at the newsstand, the billboard, the TV, and the queue at the bus stop tells us that with many young men the desire to be desired and embody male beauty has taken an increasingly physical, sensual form: their lovingly, painstakingly sculpted and shaved muscles and their elaborate, expensive designer tattoos.
Following the cues of sporno, many seem to aspire to be sexual athletes. Hustlers. Porn stars.
What’s the relationship between hipsterism and metrosexuality?
Although most hipsters would probably rather die than admit it, hipsterism is a form of metrosexuality. But a very middle-class and enervated – or ‘ironic’ – one. It’s patently narcissistic, but usually regards the body and ‘sexiness’ as ‘vulgar’. Which it is of course – if you’re lucky.
What’s the “gay bomb”, Abercrombie & Fitch or American Apparel or Apple?
Abercrombie & Fitch were perhaps the detonator – Apple and iPhones were the explosion. iPhones are of course the ultimate vanity product – they’re really MEphones. The app that comes gratis with every smartphone is dumb self-obsession. And they’re also a great way to take a picture of yourself topless in the gym changing room mirrors to upload to Facebook, or perhaps a more ‘discrete’ ‘social network’…
Are the social networks, i.e. Facebook and especially Twitter, a form of a sublimated metrosexuality?
Inasmuch as they’re all about MEEEEEE! yes. They’re where people compete for attention and try to turn themselves into brands and commodities and market themselves, a hallmark of metrosexuality.
In the case of Facebook, often the metrosexuality isn’t even very sublimated. Young men can and do upload hundreds of topless pictures of themselves, apparently auditioning for that Men’s Health cover.
You’ve written that “in some ways Obama is the first US President to be his own First Lady.” Is there any metrosexy candidate in the Republican party?
Not in the current line-up of hopefuls. Though Mitt Romney does look like a mannequin in the window of a particularly boring department store.
Aaron Schock on the other hand, the Republican Congressman who stripped off for Men’s Health magazine positively drips metrosexiness – for a politician. He’ll probably end up President one day. Him or Justin Bieber.…
Mark Simpson’s Metrosexy is available for download from Amazon.
I’ve added an eye-popping gallery of sporno to the metrosexy Facebook page here. (It’s a lot easier on FB than on WordPress.)
Alas, due to the limitations of the format there are no illustrations in the e-book — aside from David Williams lyrical shower scene on the cover. Metrosexy is 70,000 words long but doesn’t say nearly as much as the buttocks below.…
Much-loved British heavyweight boxer Henry Cooper died this week.
Unborn in 1963, the year he nearly defeated Cassius Clay (the Brits love near-winners much more than winners), I remember him for the curious Brut TV commercials he did in the 1970s that helped usher in the world of male product aisles in supermarkets and spornographic advertising we know today.
‘Enery’s ‘omely features and working class man’s man status, along with the ironic play on Brut/brute, guaranteed that there was nothing poofy about men using cologne as more than just an aftershave — ‘splash it on all ovah!’ Which was an important statement for one of the first mass market male colognes to make at a time when such vanites were generally still frowned upon in the rather pongy UK. In the Dick Emery, Are You Being Served? 1970s it was inconceivable that ‘enery could be ‘omo.
But the ‘omosocial reassurance that something isn’t ‘omo can look a lot like ‘omosexuality sometimes.
Here’s one of the happily married Henry having a sweaty workout, shower and towel-flicking sesh with footballer Kevin Keegan. Which is manly man’s man stuff, but with a surprisingly pronounced (intergenerational) homoerotic sub-text. The fact I still vividly remember it from my youth suggests that the sub-text was there all along, and not just something the filthy-minded 21st Century has projected on the past.
It even seems like they’re about to kiss at one point. But then, in the 1970s footballers did this to one another after scoring. Because again, it was inconceivable that they could be ‘omo.
Thirty years on, it’s hardly a surprise that Brut is no longer trailblazing. Brut, which was never exactly a ‘refined’ fragrance, is marketed in the US today as a slightly ironic retrosexual throwback.
Though maybe I’m mistaken. Perhaps the retrosexual at the end of the ad below is really a butch lesbian.
Tip: Dermod Moore
Paolo Rumi in Milano sends this snap of Armani’s latest sporno star, tennis player Rafael Nadal, kindly offering his giant but pertly athletic arse to passers by in Armani’s hometown.
In the early Noughties I described the exhibitionism of metrosexuality as ‘literally asking to be fucked’. I’m sure people thought I was being absurd and vulgar again. I was, of course. But I was also on the money (shot).
The Daily Mail tastefully describes this saucy image of the world’s No.1 tennis player half-naked, bent over and looking imploringly at the camera over his shoulder as ‘confident’. Which is reassuringly masculine sounding enough for their readers I suppose. While perhaps implying ‘spunky’. But let’s not pretend that this image is summed up by any other word other than ‘coquettish’. Coquettish with knobs on. And in. It could be an image straight out of a Dieux du Stade calendar (minus the jeans).
It isn’t just the fact that a half-naked Rafael is apparently offering himself on a prop from a porno movie set (‘Builders’ Big Erections’). It’s the smoothly inviting, defenceless musculature of his prone shoulders and back. And the small of his back before the tempting swelling bubble of his butt filling out the product so alluringly. Along with that ‘come on big boy’ expression on his flirty face — which added all together shouts out: WANT ME!
As with much of sporno the dynamic of the image is the deliberate provocation of an athlete who lives by ‘masculine’ ‘activity’ flaunting his flagrant ‘feminine’ ‘passivity’ to the world. And in case anyone refuses to get the message, Armani are, in this campaign, simultaneously running an image of a slightly boyish looking tattooed Megan Fox in the same pose. Lovely as it is, it doesn’t have quite the same charge as the Nadal snap, and in fact seems to have been designed to merely draw more attention to the tartiness of Nadal’s pose.
Male tartiness, once considered perverse and unnatural is a very big very global business these days. Or as Paolo put it in his email to me with the pic attached of Rafael spread all over the wall in Milano: ‘the homosexualization of heterosexuality is complete’.