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Among actors, TV presenters, models etc. It is quite clear that the Chad/Jock idea of male beauty was originally an American phenomenon. In Britain, I would say the trend began in the 80's and has been accelerating since. After all, James Bond himself has evolved from this:
To this:
From what I can tell globally, the change has been especially dramatic in countries in the Middle East and South Asia. This is especially true of Bollywood - even within the same acting dynasties you can tell the difference:
Rakesh Roshan
Hrithik Roshan
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