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By reading various theories on sex, gender and socials relation between men and women, a fact remains : the male gender and the masculinity continue to be analysed through a moral and rigid perspective : the male dominance. To tackle the question of this mutation in terms of crisis and resolve it by finding solutions and adaptations isn’t the goal of the author. This article highlights the new logics of our sociality and the plural construction of the person through the study and the comprehension of representation and identification models suggested in the media, specifically in the fashion industry. By applying the durandienne methodology to analyze the imaginary through the proliferation of images, then in a mythanalytic exercise on symbolisms, this study highlights the resurgence of the fundamental archetypes of humanity in the iconographies of men fashion and, consequently, in the postmodern society.