KARD’s BM Defies Gender Norms In New Balenciaga Campaign

He is redefining masculinity!

KARD‘s BM (also known as Big Matthew) is not afraid to go against the norm.


He is the “Big Tiddie Gang” president, after all. What has now become a movement for breast cancer awareness began with BM confessing that his priority when working out is his man pecs.

You gotta keep the man-tiddies up. Tiddie game gotta be strong.

— BM

Earlier this year, BM became the new face of German mid-luxury fashion house HUGO (Hugo Boss AG). He and even his songs have appeared in ads.

Now, he is representing another major fashion brand. BM is featured in luxury fashion house Balenciaga‘s Winter 2022 campaign.

In July, he attended BALENCIAGA FW2 Couture Show during 2022 Fashion Week in Paris, France.

BM joins several other celebrities in the new Balenciaga campaign.

American socialite, media personality, businesswoman Kim Kardashian, Euphoria‘s Alexa Demie, model Khadim Sock, and Korean volleyball player Kim Yeon Koung also star in the campaign for Balenciaga.

BM is primarily featured in oversized sweats, which is expected for an athletic man like himself. Yet, in one of Balenciaga’s latest posts, he is rocking an outfit that very few men would dare attempt.

BM rocks head-to-toe black, including high-waisted belted pants and what appears to be a tube top. His accessories also include sunglasses and a large bag.

The whole fit is a look, but many netizens were shook not only to realize it was BM of KARD but also that he was wearing a sleeveless top.

| @balenciaga/Instagram

Sleeveless shirts or tube tops are something that is still considered feminine fashion. So, for a masculine man like BM to proudly rock it in a high-profile ad is awesome. He is redefining masculinity!

BM consistently uses his influence for a difference, even if it’s something like going against gender norms in fashion. In KARD’s latest comeback with “Ring the Alarm,” he wore a crop top.

From left: BM, Somin, Jiwoo, and J.Seph of KARD. | DSP Media

Crop tops are becoming more and more common in fashion for men. And while this can seem trivial to some, little things such as a masculine celebrity wearing these traditionally seen as feminine clothing can help break gender norms and stereotypes, making the world safer and more accepting for future generations to live as themselves free of judgment and preconceived notions.

Source: Balenciaga