While menopause has become an increasingly discussed subject, andropause remains largely taboo. The reason? It affects testosterone, the very hormone associated with masculinity. Acknowledging its decline means accepting that one’s strength and vitality are not what they once were, in a society where virility still holds great importance. In reality, andropause affects between 10% and 20% of men over 50, and between 50% and 70% over 70. In other words, testosterone deficiency becomes more common with age, though its impact varies from man to man.

Several factors influence the onset of ARAD, with lifestyle being a key component. “It’s important to keep in mind that male life expectancy is increasing. Today, it stands at 80 years, compared to 73 in 2000. This means that hormone deficiency will affect a growing number of men. If this trend continues, we might assume that by 90 or 100 years old, nearly all men will experience ARAD—just as 100% of women undergo menopause around their fifties,” explains Dr. Mouly.

It’s a significant issue that is still rarely discussed. Yet, just like women, men experiencing hormonal deficiencies need proper monitoring and care. In fact, Dr. Mouly is set to release a new book in May on the subject. Titled Hormones: Life Begins at 50!, the book is co-authored with Dr. Carol Burté, an andrologist specializing in sexual medicine.

Andropause: the male menopause?

While menopause was first medically described in 1816, research on the effects of male hormonal aging only began in the 1940s. The term “andropause” gained popularity in the 1980s and 1990s. Often seen as analogous, , these two phenomena actually differ in several ways. “Menopause, or age-related estrogen deficiency (ARED), marks a sudden and complete halt in estrogen production in women, occurring over just a few years. In contrast, testosterone deficiency (TD) or age-related androgen deficiency (ARAD) is a slow and gradual process that can span decades. It is not a complete shutdown of hormone production as seen in women,” explains Dr. Mouly. “Testosterone levels begin to decline as early as age 30, at an average rate of 1% per year. This decline becomes more pronounced after 50 and even more so after 70, where symptoms can become more noticeable and debilitating,” he adds.

However, not all men experience hormonal decline in the same way, as multiple factors come into play. A sedentary lifestyle, poor diet (smoking, alcohol, junk food, excessive sugar, and vitamin deficiencies), obesity, oxidative stress, lack of sleep, and chronic illnesses all accelerate the process. Long-term medication use, such as corticosteroids or certain antidepressants, can also lower testosterone production. “Elite athletes, men with a healthy lifestyle, and those with favorable genetics can maintain optimal testosterone levels until their 70s or 80s. Conversely, an overweight, stressed, and inactive man may experience deficiency as early as his 50s,” the doctor explains.

Signs and symptoms

So how can one tell if they are experiencing andropause? “Symptoms are not always easy to identify because they develop gradually. Yet, they can deeply impact quality of life and relationships. Key warning signs include the disappearance of morning erections and erectile difficulties (less firmness, slower onset); weaker ejaculation and reduced pleasure; persistent fatigue and slower recovery after exertion; abdominal weight gain and muscle loss; decreased libido and fewer erotic thoughts; mood swings, irritability, anxiety, or even depression; sleep disturbances, night sweats, and hot flashes,” lists Dr. Mouly.

Many prefer to ignore these signs, attributing them to fatigue or everyday stress. To cope, some men turn to exercise or erectile stimulants (yes, the famous blue pill!).

“Andropause is still widely dismissed—partly due to a lack of awareness among doctors who rarely bring up the subject in consultations, but also because of cultural taboos. Society values strong, virile men, and admitting a drop in testosterone is seen as acknowledging a vulnerability, often perceived as a blow to masculinity. There is also the notion of ‘medical cheating.’ For example, while women immediately feel the effects of hormonal deficiency, men compensate with the blue pill, which masks the problem rather than treating it,” says Dr. Mouly.

What are the treatment options?

Just like menopause, andropause can be managed with treatments designed to counteract the adverse effects of hormonal decline. “The goal is to restore optimal testosterone levels to regain energy, muscle strength, and sexual desire. There are two main options: a transdermal gel applied daily to the skin, usually on the shoulder, and long-acting intramuscular injections administered every two to twelve weeks,” explains the doctor.

Before starting any treatment, it is crucial to undergo rigorous hormonal testing twice, including assessments of free and bioavailable testosterone, SHBG (Sex Hormone Binding Globulin), prostate cancer screening (PSA), and hematocrit levels (to monitor polycythemia risk). Experts recommend an initial test around ages 40-45 to establish a baseline.

Some men naturally have high testosterone levels, meaning even a moderate drop can lead to clinical symptoms despite test results remaining within normal ranges. Conversely, a man with naturally low testosterone may experience no symptoms at all and may not require treatment.

What about side effects?

As you’ve probably gathered, a testosterone decline is no small matter. Beyond causing chronic fatigue, depression, and lack of motivation, it also increases cardiovascular risks (hypertension, atherosclerosis), reduces bone density (male osteoporosis), leads to muscle loss with fat gain, and impairs cognitive functions such as memory and concentration. This is why treatment is essential when necessary. “As long as levels are kept within the normal range, adjustments are made gradually, and regular monitoring is in place, there are no risks. On the contrary, most men start feeling better within just a few weeks of treatment,” reassures the doctor.

“In fact, the French Association of Urology (AFU) now recommends more systematic screening for testosterone deficiency,” adds Dr. Mouly. “Yet, treatment remains limited. Doctors can be hesitant to prescribe hormone therapy due to lingering controversies. But contrary to common belief, testosterone does not cause prostate cancer. The AFU even confirms that it can be prescribed after prostate cancer if the prognosis is favorable. There is a severe lack of public awareness and information campaigns. Ultimately, the pharmaceutical industry prefers selling Viagra over treating the root cause with testosterone.” According to the specialist, men should consult a doctor as soon as they notice a loss of morning erections, rather than immediately turning to erectile dysfunction medications.

“With life expectancy on the rise, it is crucial to help men reconnect with their physiology and provide them with appropriate care. Testosterone deficiency is not inevitable—there are solutions to maintain health, vitality, a fulfilling sex life, and, by extension, a happy relationship. At 50, life is just beginning!” concludes Dr. Mouly.

Picture (c) : kith

With the warmer weather,  not only do we update our wardrobes, but also our fragrances. Set aside your intoxicating and powerful scents for a while in favor of a brighter 2024 men’s perfume. Last March, the upscale perfumery, Esxence,  highlighted some essential trends. This year, we find predominantly comforting and joyful fragrances, designed to meet a quest for well-being and inner balance. Notes of white flowers are prominent,  as well as vanilla. Fruity blends are  more subtle, while the presence of green hints brings a lot of freshness. We reveal our 7 spring favorites.

The most innovative: New Look Eau de Parfum, Collection Privée Christian Dior

At the beginning of the year, Francis Kurkdjian, the creative director of Dior perfumes, wished to work around amber, a key ingredient in perfumery. The result is New Look, a fresh and innovative interpretation. The name of this perfume is a direct reference to the expression used in 1947 by Carmel Snow, editor-in-chief of Harper’s Bazaar magazine, to describe the revolutionary blend presented by Christian Dior in his “Corolle” collection. Francis Kurkdjian’s guiding principle was  to imagine a radical and bold perfume. This unisex fragrance opens with fresh and “clean” aldehyde notes, combined with incense with mysterious aspects at its core.  Then, the scent stretches into enveloping amber nuances at the base — three notes that offer a sensual, modern, and innovative blend.  

Price: approximately 3,000 MAD for a 125 ml bottle.
Not yet available in Morocco, but currently available on dior.com.

The most aromatic: For Him Vetiver Musc Eau de Toilette, Narciso Rodriguez    men’s perfume in 2024

The For Him collection is enriched with a new chapter with For Him Vetiver Musc, a minimalist and aromatic men’s perfume for 2024. The fragrance opens with vibrant and spicy top notes of green cardamom, nutmeg, and essential cypress oil. At the heart, Narciso Rodriguez’s signature musk merges with floral notes of geranium and lavandin, infused with a mineral essence of red algae. Finally, the base becomes more sensual with the arrival of cedarwood, patchouli, and a rich, earthy vetiver. It’s an elegant and magnetic perfume that remains light and whose composition is entirely vegan.

Price: 1,237 MAD for a 100 ml bottle.
Available in selective perfumeries.

The freshest: Acqua Di Giò Profondo Eau de Parfum, Giorgio Armani

There is no need to introduce Giorgio Armani’s iconic men’s collection. The latest creation, Acqua Di Giò Profondo Parfum, has been crafted to capture the lure of the deep sea. From the first whiffs, a bright and sparkling freshness recalls the intensity of a wave. In the top notes, we find warm and sunny bergamot, combined with tangy lemon essence and Aqua Di Giò’s signature marine notes.

Next comes the everlasting  flower at the heart. Steam distilled, it brings spicy tones, blending perfectly with the aromatic and floral notes of violet leaf absolute. Finally, vetiver blends with labdanum absolute, a note extracted from a shrub that grows along the Mediterranean coast. The result is an aromatic, woody, and resinous men’s perfume for 2024 that makes you want to set sail. 

Price: 1,460 MAD for a 100 ml bottle.
Available in selective perfumeries.

Read also : INTERVIEW: ASSA D BOUAB, THE ROMANTIC BEAUMARCHAIS OF THE SERIES, FRANKLIN

The most sensual: Nobil Homo Gold Regatta Eau de Parfum, The Merchant of Venice men’s perfume in 2024

In the niche perfumery realm, The Merchant of Venice presents Nobil Homo Gold Regatta this season. Renowned for creating fragrances inspired by the ancestral traditions of the city of Venice, the Italian house celebrates the iconic heritage of the Regata Storica. This annual event brings together the best rowers from different cities who compete in a regatta race. The fragrance opens with salty accents of red algae, twisted with delicately fruity nuances of fig. At its core, the everlasting flower harmoniously blends with the woody and marine note of driftwood. Finally, the ensemble is sublimated by a touch of sensual amber and vanilla.

Price: 2,330 MAD for a 100 ml bottle.
Available at Esthécare.

The most intense: Man In Black Eau de Parfum, Bvlgari

For a men’s perfume for 2024 to wear in the evening, we recommend this novelty from Bvlgari. Man In Black presents addictive and vibrant top notes thanks to a rum and spice blend.  The opulence of tuberose and iris, mixed with a leathery scent,  then arrives at the heart. Finally, benzoin resins, tonka bean, and guaiac wood offer a very masculine woody amber signature. Simply put, Man In Black is the richest and most concentrated perfume in the Bvlgari Man collection to date. It is an intense, charismatic, and sophisticated scent.  

Price: 1,981 MAD for a 100 ml bottle.
Available in selective perfumeries.

The most chic:  312 Saint-Honoré Eau de Parfum, BDK Parfums

Confidential, BDK is an independent Parisian perfumer creator house. At its head is David Benedek, who alongside renowned noses, imagines quite singular creations. On the occasion of the opening of its first flagship store in Paris in January, the House presented 312 Saint-Honoré, a perfume created in honor of this new location.  The fragrance is indeed inspired by the materials of the boutique, namely glass, concrete, and Burgundy white stone.

To achieve this, 312 Saint-Honoré opens with notes of pink pepper, offering an addictive spicy start. White musks, amber musks, and lactones (reproducing the smell of warm milk) then mingle with the freshness of orange blossom in heart notes. The blend is enveloped in a primal  essence  brought by ambroxan, amber musk, and oud wood from Thailand. It’s an alluring  perfume with woody amber notes that evoke all the sensuality of Paris.

Price: approximately 2,100 MAD for a 100 ml bottle.
Available on bdkparfums.com.

 The gentlest:  Acne Studios by Frédéric Malle Eau de Parfum, Acne Studios

We conclude our selection with the collaboration that is currently making the most waves:  Acne Studios and Frédéric Malle. The Swedish fashion house has partnered with the famous perfume designer to imagine its first fragrance. To reflect the modern and radical aesthetic of Jonny Johansson, founder of Acne Studios, the perfumer enlisted the nose, Suzy Le Helley. The result is a pure fragrance, echoing the smell of fresh laundry dried in the sun. Indeed, it is the aldehydes, organic compounds that smell “clean,” that manifest themselves from the very first moments.

Then this crystalline breath fades to make way for the softness of a luminous floral bouquet composed of rose, violet, and orange blossom. A comforting note of peach and vanilla is added to the composition, before the blend merges into a musk-sandalwood accord, enhanced with a hint of incense. A unisex perfume that evokes “a pair of jeans with immaculate cleanliness, just out of the dryer,” according to Jonny Johansson.

Price: approximately 3,700 MAD for a 100 ml bottle.
Available on acnestudios.com.

 Warm colors, sharp cuts inspired by tailoring and workwear, outliers like micro shorts, denim, crochet, shine, transparency and more.  We tell you straight away: the men’s fashion trends for spring-summer 2024 are anything but subtle!

Hermès, Dolce & Gabbana, Saint Laurent, and Dries Van Noten push the limits  with shirts that show some skin.  Elsewhere, we find silver hues at Gucci and Marine Serre, iridescent tones at Ami and Loewe, infinite sleeves at Botter, low rise at Acne and Courrèges, multi-pockets at Louis Vuitton, Prada, and Givenchy. The 2000s also make a comeback  with baggy pants, neon shades, tank tops, and even backless designs (Saint Laurent).

But as much as Shoelifer loves trends, we also appreciate chicness, so we’ll give you our verdict on what we deem truly wearable in everyday life among the stylistic proposals of designers this season.

Read also : CITY CARS IN MOROCCO: 6 NEW ADDITIONS TO THE MARKET

Color: Orange

Warm colors make a comeback with orange leading the way, prominent at Dries Van Noten, Zegna, and even Boss. A decidedly positive and enthusiastic hue, we love how it’s audacious and yet always appropriate,  especially when paired with sandy tones and other hues reminiscent of summer sunsets. It’s also worth trying in a gradient.

Style: Casual  EleganceMen’s Fashion Spring-Summer 2024

The luxury of an effortlessly stylish look without going overboard sets the tone for the season at Giorgio Armani, Givenchy, Valentino, Zegna, Kenzo, Dior Men, Prada, and Louis Vuitton.

The credo? Tailoring reinvented with calibrated volumes, forgetting  logos in favor of materials that speak for themselves in fiercely refined sobriety, bold cuts in suits, such as the 7/8th length or jackets with structured shoulders in an appreciable new cool vein. Blazers and shirts punctuate the silhouettes, combined with shorts. Ties even make a comeback. In short: classicism is given a new relaxed boost that enhances its power through contrast.

Print: Exotic            Men’s Fashion Spring-Summer 2024

For those fond of originality, there’s no need to go as far as the RnB music video tank tops from the 2000s or the stereotypical southern French farmer look (did someone say  cliché?). Flowers straight from a lush jungle invade pants, jackets, cardigans, and shorts, especially at Sacai, Amiri, and Marine Serre. It’s a  true visual journey that makes us think we’re already on  vacation.

Departure: Workwear

While the gas station attendant uniform isn’t our cup of tea, we appreciate its interpretation at Valentino, Givenchy, or Emporio Armani, who revisit the jumpsuit. Additionally, Zegna, Sacai, and Fendi give workwear a sophisticated dimension with architectured cuts in materials that are sometimes rigid and sometimes flexible. Sleeveless multi-pocket jackets at Prada and other urban-to-bourgeois iterations of the utility wardrobe make us look at our plumber in a new light.

Material: Denim

Alyx, Etudes, Prada, Givenchy, Fendi, Kenzo and more!  Denim  is everywhere, and it’s even showcased  in a total look, notably at Louis Vuitton and Gucci. It’s reminiscent of the iconic duo, Britney and Justin, when they appeared in denim from head to toe (to be found in the best archives of the Ok Podium magazine for those who remember)…and  overalls are back. Denim sets are as well, both in shorts + shirt and pants + shirt duos.

The editorial team wanted to test The Saint Regis La Bahia Blanca, a brand-new hotel in Tamuda Bay. This luxury resort is the first of its kind opened by Marriott International in the Maghreb, choosing the Moroccan Riviera. In total, 35,000 square meters along the Mediterranean, 83 rooms, and 17 suites create  “havens of serenity.” 

Read also : WHERE TO STAY IN MARRAKECH: 3 SPOTS TO DISCOVER

Double panoramic view

Most importantly, it boasts  a breathtaking geographical location. It is a  beachfront hotel on the white sands  of Tamuda Bay (one of the most beautiful in the region) surrounded by lush gardens, while also offering a double panoramic view of Cabo Negro on one side, and Ceuta and Spain on the other. If you dream of an escape, you’re in the right place. From the hotel, you can enjoy a long walk along the water (about an hour) to the Al Andalus complex (for those familiar with the region). Thenyou can continue to Marina Smir, its bay, and various water activities.

The taste of authenticity

In terms of architecture, this hotel in Tamuda Bay draws inspiration from Hispano-Moorish architecture, with Tetouan, “the daughter of Granada,” being a perfect setting. The Saint Regis is particularly inspired by the most luxurious riads and palaces in Morocco, incorporating historical  elements characteristic of the north. For the sake of authenticity, The Saint Regis La Bahia Blanca has collaborated with local artists and artisans from the Royal Artisanal School and the National Institute of Fine Arts in Tetouan. Among them is Amine Asselman, a multidisciplinary Tetouani artist, who has created several exclusive and high-design pieces of zellige.

The Hollywood Regency Style

Inside, the decoration is inspired by American bourgeois interiors, also known as Hollywood Regency style:, opulent, very bright, and at the same time, incredibly cozy. It contributes to a bubble of comfort that is perfect for an off-season “wellness” stay, whether with a partner, family, or friends. This hotel in Tamuda Bay is also a great option for the holiday season, as it offers a fitness center with a spa, pools, and massages. And don’t forget the ultra-comforting “tea time” at the Library, inspired by the American Café Society, for a journey into the past. Be sure to also stop for drinks at the St Regis Bar, inspired by the iconic King Cole Bar at the St Regis New York, where champagne is popped  every evening at 7 p.m., preserving a sacred ritual, inspired by the Napoleonic wars, to celebrate the transition from day to night. Another must-try? The Bloody Mary cocktail, unique and specific to each St Regis hotel worldwide.

Fine Dining

On the dining side, the editorial team particularly enjoyed La Baie Blanche, the brasserie of this hotel in Tamuda Bay, which combines French craftsmanship with Moroccan influences — and where seafood reigns supreme.

At the Bahia Vista Beach Bar & Grill, an intimate and casual beach restaurant, Shoelifer enjoyed succulent lamb chops and ceviches, all skillfully led by executive chef Salim Aït Ezzine, a graduate of the Hotel School of Marrakech. Having worked in the kitchens of the Relais Château Ksar Chagh-Bagh and the Fairmont Royal Palm, located in the Red City, Salim Aït Ezzine has notably collaborated with world-renowned chefs: Yannick Alléno, Jean-François Piège, Philippe Jourdain, and Giancarlo Morelli. That’s quite a pedigree.

One small, but important detail: this hotel in Tamuda Bay likes to highlight seasonal products. We stayed there during the clementine season, which was featured in chocolates, macarons, and gazelle horns. Yum. Open to the public since the fall (after a soft opening on July 15), the establishment could become one of your favorite spots — ummer or winter.

The Saint Regis La Playa Blanca Resort
267 Route Fnideq, Restinga El Manzah, 93200 Fnideq, Morocco
Tel.: +212 5396-66060
Special holiday prices: starting from 2500 Dhs per room with breakfast included.

Picture (c) : The Saint Regis

While the perfume market continues to thrive, it’s unisex or gender-neutral fragrances that are on the rise today. This evolution can be attributed, first and foremost, to changing mindsets. The fashion industry serves as a perfect example. Gender boundaries are blurring, and it’s evident on runways everywhere. It was only a matter of time before this trend made its way into the world of perfumery. This is now true to such an extent that  unisex perfume today is synonymous with elegance and sophistication.

To cater to a broader audience, the fragrances are typically crafted around notes that appeal to both women and men. Ingredients like bergamot, vetiver, musk, or patchouli are neutrally and harmoniously blended. Some creators also opt to work with a single scent, enhancing it with other more subtle ingredients. Oud, for example, offers endless possibilities for perfumers.

However, there is one olfactory creation that has consistently resisted the pull of gender: Eau de Cologne. Since its creation in the 1700s, it has always been unisex. Reinterpreting cologne in a modern, unisex context makes perfect sense. This is precisely the challenge that the niche brand Juliette Has a Gun has taken on with Ego Stratis. Renowned for its somewhat provocative approach to perfumery, it surprises us once again with this recent creation. It certainly piques our curiosity.

The Origins of Unisex Perfume

Although the unisex fragrance trend has gained popularity in recent years, it is not a new concept. In the Middle Ages and during the Renaissance, men and women shared makeup, hair powder, musks, floral, and aromatic scents. For example, Louis XIV favored orange blossom, while the Queen of Hungary had a preference for rosemary. It wasn’t until the late 19th century that the concept of gender entered perfumery. Of course, the objective was purely commercial. Woody scents were generally marketed towards men, while women were encouraged to opt for floral and fruity fragrances. However, the masculine or feminine perception of certain notes varies from one culture to another. In the East, for instance, both men and women appreciate rose and oud.

It was only 1880s that creators began to break free from gender norms. But mindsets are persistent, and the divide between masculine and feminine fragrances continued for a long time. It wasn’t until 1995 that the unisex fragrance trend was officially launched.

Affirming One’s Personality

Wearing a unisex perfume is a way to stand out and reflect one’s personality today. Unisex fragrances are more often intended for a clientele of connoisseurs. This is evident in niche perfumery, synonymous with “high perfumery,” which generally transcends the concept of gender. According to perfumer Francis Kurkdjian, “wearing a unisex perfume is like a man wearing a pink tie. It’s a matter of taste and confidence.”

This is a sentiment that the brand Juliette Has a Gun fully embraces. We recently introduced you to the story of this perfume house. Founded in 2006 by Romano Ricci, the great-grandson of Nina Ricci, Juliette Has a Gun breaks the mold. For more than 15 years, this niche brand has defied industry conventions to offer high-end, uncomplicated, and spontaneous perfumes, with the goal of empowering women.

Ego Stratis, Our Current Favorite Unisex Perfume

Until now, Juliette Has a Gun’s creations were exclusively for women and were designed as different facets of a strong personality (feminine, authoritative, seductive…). Today, the brand is writing a new chapter in its history with Ego Stratis. This unisex eau de parfum reinvents the traditional cologne. To achieve this, its composition relies on notes that appeal to both men and women.

Like a classic cologne, the opening is very fresh and sparkling with bergamot, lemon, and mandarin essences. The wave of freshness continues with the sea breeze if calone, a marine note, neroli essence, and blueberry. Finally, ambroxan, cedar essence, and musks give the fragrance a seductive and comforting depth. A characterful scent, perfect for the autumn season, and one you can easily share with your significant other…or not!

Ego Stratis Eau de Parfum, 1,426 DH for a 100 ml bottle.
Exclusively available at Beauty Success or onbeautysuccess.co.

Picture (c) : Behance

Just like last year, designers are revealing a men’s wardrobe that is increasingly minimalist, returning to the rules of a more classic elegance while still emphasizing comfort. Among the trends spotted, loungewear has made its mark on the runways with oversized forms and soft textures. Suits are making a comeback in wardrobes with more deconstructed cuts. In short, here’s an overview of the men’s fashion trends for 2024 !

Men’s Fashion Trend 2024: Lounge wear

This winter, designers have focused on comfort with cozy outfits. Loose and enveloping clothing made from soft materials like velvet or wool has taken over the runways at Federico Cina, Zegna, and Bianca Saunders… Sheepskin coats, cardigans, pillow-shaped tops… We even saw looks accessorized with a pillow or a blanket… Sleeping is chic !

Men’s Fashion Trend 2024: Tailoring

Tailoring makes a big comeback this season. The suit becomes the centerpiece of the men’s wardrobe once again. Dior, Saint Laurent, Hed Mayner… Most designers are reimagining it with wider, flowing cuts, featuring oversized pants and jackets, sometimes asymmetrical, worn with turtlenecks.

Men’s Fashion Trend 2024: Long Coats

As mentioned earlier, this year’s fashion is oversized and enveloping. Coats are no exception. They extend down to the feet, as seen at Saint Laurent, Ami, or Blue Marble. Crafted from quality fabrics like cashmere and tweed, these coats are both chic and warm for this winter !

Men’s Fashion Trend 2024: Jumpsuit 

In 2024, workwear continues to dominate and surpass streetwear, a trend that borrows the dress code of work uniforms for more functional looks. The romper, also known as a jumpsuit, is the new basic to adopt. It has been reworked with utilitarian details, as seen at Lemaire, Gucci, and Etro.

Men’s Fashion Trend 2024: Bordeaux

Bordeaux is the standout color of this winter. It has been spotted in most men’s collections, from Vuitton and Martine Rose to Wooyoungmi.

Read also : COAT TREND 2023-2024: THE SIX CRUSHES OF THE EDITORIAL TEAM

Men’s Fashion Trend 2024: Oversized Collar

Who would have thought that this seventies trend would resurface? Prada is bringing back the “pie-crust” collar, an ultra-sharp collar that is slowly returning to wardrobes.

Bonus Info: Berluti Expands to Casablanca

On the accessory front, Berluti has just opened its first Moroccan boutique in Casablanca. The luxury shoemaker chose the Hyatt Hotel to set up its new showcase. From shoes to briefcases, belts, and sunglasses, you’ll find everything you need to upgrade your wardrobe.

Berluti
Hôtel Hyatt Regency
Place des Nations Unies, Casablanca
Horaires d’ouverture : 10h30 – 19h30

Long reserved for women, surgery and aesthetic medicine are increasingly opening up to male clients. The numbers speak for themselves. In 2022, no less than 14.9 million surgical procedures and 18.8 million non-surgical procedures were performed worldwide. An increase of 41.3% over the past four years, to say the least. While 85.7% of the total number of these procedures were performed on women, procedures dedicated to men increased by 18% (figures taken from the latest report by ISAPS, International Society of Aesthetic Plastic Surgery). As you can see, men are becoming less reluctant to undergo surgery.

However, their requests differ from those of women. Indeed, men are generally hesitant when it comes to aggressive treatments that require long recovery times. The result should be natural with minimal downtime, allowing for a quick return to social life. While the demand for aesthetic surgery for men varies according to their needs, facial injections top the list. But there is also eyelid surgery, hair transplants, and body sculpting.

Injections: soon to become a regular thing

The most common aesthetic operation for men is undoubtedly facial rejuvenation through botulinum toxin injections. These are so popular that this phenomenon even has a name: “Brotox” (a contraction of “brother” and “Botox”). More and more men are filming themselves during botulinum toxin injection sessions or showing before-and-after previews. The trend is such that the #brotox hashtag has over 17 million views on TikTok. In the United States, men represent 6% of patients among all procedures, according to the American Society of Plastic Surgeons. In 2020, there were already 265,000 men undergoing this procedure in the country, an increase of 182% since 2000.

It should be noted that injections are among the fastest and easiest procedures to perform. To recall, botulinum toxin relaxes muscles. Just like for women, a few injections on the forehead, between the eyebrows, and at the crow’s feet can open up one’s features and give a fresh look to the face for several months. Of course, the goal is not to have a permanent effect but to enjoy an immediate “youthful touch.”

@denisseserranopa

#EveryKiss #YerAWizard #botox #brotox #brotoxneeded #nycplasticsurgeon #plasticsurgeonnyc

♬ original sound – b0ul3vard🧛🏻‍♀️

Blepharoplasty or the new fresh look

To address sagging eyelids that obscure our bright eyes, or the bags under them, blepharoplasty is the trending aesthetic procedure for men. Although widespread, this eyelid surgery requires a lot of precision. So be sure to consult a surgeon experienced in this method. As a reminder, Dr. Marsili explained everything you need to know about this operation in our recent interview. We’ll leave it to you to take a look.

Body sculpting

For the second consecutive year, liposuction was the most commonly performed surgical procedure in 2022, with more than 2.3 million procedures worldwide. While women are the main customers, men are also showing interest. Body sculpting is indeed a constantly evolving demand. However, the goal and technique differ by gender. Cellulite does not affect the same areas in men as it does in women. In men, it tends to concentrate on the upper body (shoulders, abdomen, arms, and hips). Their skin is also thicker, which limits water retention and the appearance of cellulite.

However, andropause (a decrease in testosterone levels) related to age reduces the ability to eliminate fat. Liposuction can help men achieve a more uniform body by removing fat from the abdomen and love handles. Some also opt for high-definition liposuction, which aims to help define the abdominal muscles. Fat can also accumulate in the chest, which can quickly become embarrassing for a man. This is referred to as gynecomastia, which means an excessive development of male breast tissue. Requests for surgical breast reduction for men are becoming more and more common worldwide, as explained by Dr. Campiglio, editor-in-chief of the ISAPS global survey.

Getting your game back

We conclude with the most requested aesthetic procedure for men, which is none other than hair transplantation. Unfortunately, 70% of men suffer from androgenetic alopecia. As a reminder, we talked about it in a previous article on hair loss. In simple terms, androgenetic alopecia is a hereditary problem caused by dihydrotestosterone (DHT), a male hormone derived from testosterone. This hormone acts on hair follicles by accelerating hair growth, which over time results in shorter hair that falls out faster and eventually thins to the point of not growing at all.

Among the solutions to address this, there is mesotherapy (injections of a mixture of vitamins into the scalp), phototherapy (treatment with LED and infrared lights), or the PRP procedure that involves injecting one’s plasma. The goal is to stimulate hair growth. However, in more advanced cases, only hair implants can deliver noticeable results.

It was in 2016 that motorcycles in Morocco began negotiating a (rather sharp) turn, and their sales figures started to become interesting. More and more aficionados were drawn to them. And after the COVID era, sales simply skyrocketed. The trend seems to have firmly established itself.

Shoelifer attempted to profile today’s motorcyclist based on their bike. Whether they are just getting started by venturing around town first, ,or whether they are great adventurers or born racers, this article will undoubtedly awaken the dormant biker within you. Purists may resent us a bit, but speaking generally, we can divide the different motorcycle categories into six major families. Like surfers, golfers, or even hunters, motorcyclists seem to share the same aspirations. But before that, a little history.

The wild ride

Around 1870, the first patent in the history of motorcycles was filed. It was actually a high-speed velocipede. From steam-powered two-wheelers to petrol motorcycles, it took the intervention of German, French, and American engineers to arrive at the twin-cylinder motorcycle with foot-operated gearshift in 1907.

Undoubtedly, it was the wars that gave the biggest boost to the democratization of motorcycles. It went from a military machine in the early 20th century to a mode of transportation, symbolizing a rebellious mindset in the 1970s. We all remember James Dean and Marlon Brando on their favorite bikes, the Triumph.

Since then, motorcycles have continued to evolve. Electronics, technology, and soon AI have made them compact hubs of innovation in the service of motorcyclists’ safety.

A roadster for beginners, but not only…

Versatile, roadsters are as comfortable on city routes as on short-distance journeys. Midway between sports bikes and touring bikes, they offer a good compromise. Their light weight and maneuverability are their main advantages. The basic versions will allow you to acquire the necessary skills to become a good rider with maximum safety.

An SV650 Scrambler from Suzuki would be perfect as a first motorcycle in Morocco. A KTM 390 Duke, a Honda CB 500, or a Yamaha MT-09 will do just as well. All at a reasonable price.

For the more experienced, the “naked” (unshelled) aspect of roadsters and their torque-to-horsepower ratio make them practical and enjoyable toys. A Kawasaki Z900 or a BMW S 1000 R will provide thrills and agility suitable for city driving as well.

A touring bike for those who love to travel.

Choosing a touring bike is first about considering whether a GT (Grand Touring) or a sporty model would better suit your needs.

If you have wanderlust, you’ll lean more towards a GT model that will protect you from the wind and weather. Your motorcycle should also be equipped with a powerful engine to withstand several hours of continuous high-speed riding. By definition, its imposing size will allow you to store your luggage while being comfortably seated — you and your passenger alike. A Goldwing Honda or a K1600 GTL BMW are motorcycles that will take you to every corner of Morocco!

If you’re the type who wants to tackle winding roads like a GP racer, then a sport-touring bike is your choice. With an aerodynamic riding position reminiscent of competitive bikes, this type of motorcycle can be ridden on both roads and tracks! A sleek Ducati Monster or a Suzuki GSXR 1000R promise plenty of excitement.

A trail for all terrains

Behind its adventurous look, it’s a true champion of adaptation. Both beginners and experienced motorcyclists appreciate its versatility as well as its performance, lightness, and maneuverability. Designed for dual use, the trail bike is equipped with strong suspensions and all-terrain tires. It’s an effective motorcycle on both the road and off-road. In the urban jungle, it will be an ideal ally. On the track, it won’t disappoint either. The essential BMW GS 1250 or the legendary Yamaha Ténéré and Honda Africa Twin can make the hearts of trail riders beat !

https://www.instagram.com/p/CyLwcaTMEHz/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA

An american legend

Choosing Harley-Davidson as your first or last motorcycle is first and foremost choosing a spirit, a style, and models that are no less iconic. This year, Harley-Davidson celebrated its 120th anniversary. Behind the stereotype of the tattooed, ZZ Top-bearded biker is undoubtedly one of the most united groups of motorcyclists. Largely inspired by the USA, Harley’s philosophy embodies a set of values related to mutual assistance, the love of freedom, and the physical sensations that only the brand’s machines provide to its fans. Men and women who choose to ride a Harley will probably never switch to another brand of bike.

Available in Sport, Touring, or Cruiser models to suit all riding styles, Harley-Davidson motorcycles share a recognizable design signature: the use of stainless steel that we like to make shine. Behind the wheel of the Fat Boy, the Pan American, or the Sportster, you will undoubtedly have the “American rider” look. More than just a means of transportation, it’s a lifestyle choice; just imagine parading at shows in the midst of convoys of over 300 motorcyclists in the kingdom’s major cities, engaging in humanitarian expeditions, or participating in tourist circuits. All of these activities are well organized by BMW Motorrad and Honda, but they take on a special dimension under the auspices of Harley Owners Group members. You’ll understand, having a Harley in Morocco is a bit like having one wheel on the famous Route 66 !

Freedom at the Cost of Safety !

Before we ride off into the sunset, let’s think about those who use their motocross, enduro, or trial bikes off-road. Let’s not forget the enthusiasts of cafe racers, neo-retros, and classics.

Especially in an environment long reserved for men, we note the increasing presence of women. As they gain independence on personal and professional levels, they are more likely to travel. For work, in the city and on the road, and for pleasure, off the beaten path, they are increasingly choosing two-wheelers. The most famous is probably the influencer Safa Bennamate, the “Moroccan rider girl” that Shoelifer introduced you to. Female motorcyclists have also formed communities. They shine through their commitment to the most virtuous causes.

Last but not least: road safety. It’s important not to forget that riding a motorcycle in Morocco, as in the rest of the world, exposes you to more risks. No matter the style you adopt and the motorcycle you choose, caution and safety are the values that every motorcyclist should cultivate!

Photo (c) : Behance

Autumn 2023 Fragrance for Her

The most distinctive: Oud Yuzu, Aqua Allegoria Forte – Guerlain

This fall, Guerlain unveils three intensely woody creations, perfect for autumn. At the editorial office, we have a slight preference for Oud Yuzu, a mix of rather unexpected scents. The zesty Japanese citrus offers a lively, joyful, and radiant start. Then, alongside the dry and enveloping notes of cedar, come the simultaneously woody, ambery, and animal nuances of oud wood. A bold composition, powerful, and surprisingly light.

Price: 1864 MAD for a 125ml bottle.
Available at select perfumeries.

The most floral: J’adore L’Or – Dior

For this new reinterpretation, Francis Kurkdjian, the director of Dior’s perfume creations, aimed to enhance the beauty of J’adore’s flowers by amplifying their nuances. The result is a perfume essence rich in colors, where the notes of absolutes of orange blossom, jasmine grandiflorum, and centifolia rose are very powerful. This creates an autumn 2023 fragrance that is both feminine and sensual. The novelty doesn’t stop there, as J’adore’s iconic collar embracing the neck of the bottle is adorned with tempered metal.

Price: 1878 MAD for a 50ml bottle.
Available at selective perfumeries.

The most intense: Libre L’Absolu Platine – YSL Beauté

Libre’s signature: its floral lavender. This time, it is more concentrated than ever in this perfume. Libre L’Absolu Platine is crafted like a high-end perfume. The sensuality of Moroccan orange blossom and the audacity of French lavender combine here with a new exclusive white lavender blend, bright and metallic. An intense, ultra-sensual scent that emphasizes its hot-cold contrast. The jewel-like bottle also gets a makeover with a silver hue, highlighting the extravagance of the golden Cassandre.

Price: 1890 MAD for a 90ml bottle.
Available at selective perfumeries.

The most spicy: Café Rose – Tom Ford

The name may sound familiar, yet it is indeed a new creation from Tom Ford: Café Rose. This autumn 2023 perfume combines elegant rose with an unexpected touch of black coffee, the two top notes that offer depth and sensuality to the fragrance. Then, the Bulgarian rose and Comorian ylang-ylang bring a very floral aspect to the composition. Finally, spicy coriander, patchouli, and cardamom reveal all their intensity on a backdrop of a blend of incense resin and sandalwood. So spicy!

Price: Approximately 2200 MAD for a 100ml bottle.
Available on sephora.fr

The most chypre: Sì, Eau de Parfum Intense – Giorgio Armani

Giorgio Armani’s Sì line becomes even more intense with this chypre and amber fragrance. The enveloping signature of blackcurrant nectar blends with the feminine notes of an absolute of Damascus rose and the velvety essential oil of davana. The latter belongs to the same family as wormwood, absinthe, and tarragon. The blend is sublimated by an infusion of ultra-sensual Madagascar bourbon vanilla and a hint of aromatic black tea. In line with the times, this autumn 2023 perfume is made from plant-based alcohol and composed of responsibly sourced ingredients. Its bottle is also refillable and recyclable.

Price: 1570 MAD for a 100ml bottle.
Available at selective perfumeries.

Unisex Fragrances

The most concentrated: Cuir Sensuel – The Merchant of Venice

Here is an exclusive autumn 2023 fragrance that has just arrived at Esthécare. It was launched by The Merchant of Venice, an Italian niche perfume house. The “Flames” collection adds 3 new products that reinterpret oud. The result is modern, highly concentrated fragrances with a long-lasting fragrance trail. For this season, we recommend Cuir Sensuel, a unisex perfume with character. In the top notes, black pepper and saffron combine with raspberry and lemon for an invigorating and spicy entrance. The heart then reveals itself to be  more oriental with the arrival of jasmine, leather, and incense. Finally, it merges into a woody blend composed of cedar, oud, and vetiver. Extremely sensual!

Price: 2600 MAD for a 30ml bottle.
Available at Esthécare.

The most surprising: Myriad – Louis Vuitton

At the beginning of autumn, the Louis Vuitton Extraits collection added a sixth creation: Myriad. Known for thoroughly exploring all facets of an olfactory family, the line delves into woody scents, particularly oud. Its spicy and musky aspects blend with the freshness and velvety touch of a duo of roses. Black gold then extends its leathery accents alongside white musks and the piquant notes of saffron. Surprising. Consider yourselves warned!

Price: Approximately 6000 MAD for a 100ml bottle.
Available on louisvuitton.com

The most musky: L’Eau Papier – Diptyque

When you hear Diptyque, you probably think of candles. But this perfumer is also known for its fragrances. This is evident with its latest creation, L’Eau Papier. This eau de toilette immerses us in the heart of white musks, whose multiple facets are illuminated by a note of mimosa, before melting into the softness of a blend of ash and the subtle scent of steamed rice. The result is a very sensual scent that suits both men and women, giving the feeling of being enveloped in a vaporous cocoon. A most pleasant sensation to help you face the cool autumn days.

Price: Approximately 1600 MAD for a 100ml bottle.
Available on diptyqueparis.com

Autumn 2023 Fragrance for Him

The most charismatic: Pasha Noir Absolu – Cartier

If you’re looking for an unexpected and mysterious scent that cannot be ignored, and a Pasha Noir Absolu is for you. This new creation indeed contains a powerful and addictive signature, built around a blend of burnt wood and caramelized sugar. Its ultra-black bottle, very elegant, is also environmentally friendly. It is made of 12% recycled glass and is refillable.

Price: 1541 MAD for a 100ml bottle.
Available at selective perfumeries.

The most daring: Explorer Platinum – Montblanc

Montblanc’s latest product has set out to take us to the heart of the Italian mountains to capture the thrill and beauty of a journey to the peaks. To achieve this, Explorer Platinum opens with the sparkling and vibrant green notes of violet leaves and clary sage essence. The blend is then exalted by an airy note with crystalline freshness, reminiscent of snow and ice. Finally, the ensemble is enveloped in an intense and elegant cedarwood. Its bottle is in line with its story, inspired by the Montblanc 1858 Geosphere signature watch, paying homage to the Seven Summits mountaineering challenge.

Price: 814 MAD for a 60ml bottle.

Photo (c) : Deviant Art

This summer, whether you prefer lounging, clubbing, or hiking, there are certain basics you need to bring along. Swim trunks, a shirt, a head covering, a bag, and pants. Shoelifer has tracked down these  five essentials  for you, gentlemen, because  we know you are already quite busy. Busy doing what? Discovering incredible places to take us, of course! Here is your  express beach shopping guide!

The Merino Swim Trunks

Swim trunks made of virgin wool may sound paradoxical, but that’s precisely what Vilebrequin has done with its new collection of men’s swimwear. They have developed an innovative fabric in collaboration with The Woolmark Company. The result? An ultra-breathable, moisture-wicking, thermoregulating material that dries quickly. Put it on your beach shopping list right away.

Vilebrequin
Price: Approximately 2100 DH

The Monogrammed Swim Shorts

We continue with technical materials with the Dior Homme x Parley for the Oceans “Beach Capsule.” The collaboration between the designer, Cyril Gutsch, and the luxury brand, dedicated to defending the oceans, has been successful since its inception in 2019. This year, you can shop for a pair of recycled beige technical fabric swim shorts, adorned with the iconic Dior Oblique pattern tone-on-tone  all over. It’s a great choice for  those who like to combine ecological awareness with style.Dior
Price: Approximately 12,000 DH

The Patterned Swim Trunks

A beach essential, the patterned swim trunk comes in various versions every year. To avoid a fashion faux pas, steer clear of overly colorful designs or childish patterns. Opt for a safe bet, like this lovely palm tree pattern from Zara.

Zara
Price: 399 DH

The Lightweight Shirt

You’ve spent the day at the beach, the sun is starting to set, and a slight breeze is making it almost chilly. Before heading for happy hour to warm up from the inside out with a few cocktails, it’s time to put on a shirt– not just any shirt. Shoelifer has selected a Casablanca Paris shirt inspired by the colors of the rainbow and made entirely of silk. Once on your shoulders, you’re ready to conquer the summer night.Casablanca Paris
Price: Approximately 9000 DH

The Crossbody Bag

It’s vacation time, so leave behind the typical shoulder bag and opt for a crossbody bag that will accompany you everywhere on your escapades. At the editorial office, we have a crush on this triangle-shaped leather model from Prada, which is both practical and ultra-elegant. It also comes in a mini size for those who prefer not to be burdened after dark.Prada
Price: 24,000 DH

Read also : MEN’S FASHION 2024: 5 TRENDS TO ADOPT THIS FALL

The Head Covering

The indispensable accessory for your beach shopping is, of course, a head covering. If you’re tired of sun hats and not a fan of Panama hats, go back to the basics with a good old baseball cap. Well, not so old, as the one that caught our eye is part of Off-White’s new collection. We love its “baseball player” inspiration and electric blue color that allows you, gentlemen, to stand out without going overboard.

Off-White
Price: 2500 DH
Morocco Mall, 1st floor, boulevard de l’océan Atlantique, Casablanca

Linen Pants

With the arrival of hot weather, linen is your best companion to stay cool. Every respectable gentleman who wants to have style should add one (or more) pairs of linen pants to their wardrobe. If you’re unsure where to find this key piece for your future beach shopping list, opt for this model by the Italian brand, Zegna. We love its sporty cut that contrasts with the sometimes strict appearance of the fabric.Ermenegildo Zegna
Price: Approximately 7900 DH
221, boulevard d’Anfa, Casablanca
Tel: 08 08 57 28 57