I'm going to go out on a limb and predict this will never catch on in the United States.

Macho man is an endangered species, with today's male more likely to opt for a pink flowered shirt and swingers' clubs than the traditional role as family super-hero, fashion industry insiders say. . .

"The masculine ideal is being completely modified. All the traditional male values of authority, infallibility, virility and strength are being completely overturned," said Pierre Francois Le Louet, the agency's managing director.

Instead today's males are turning more towards "creativity, sensitivity and multiplicity," as seen already in recent seasons on the catwalks of Paris and Milan.

Arnold Schwarznegger and Sylvester Stallone are being replaced by the 21st-century man who "no longer wants to be the family super-hero", but instead has the guts to be himself, to test his own limits.

"We are watching the birth of a hybrid man. ... Why not put on a pink-flowered shirt and try out a partner-swapping club?" asked Le Louet, stressing that the study had focused on men aged between 20 and 35.