Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177
Bridges, T., & Pascoe, C. J. (2014). Hybrid masculinities: New directions in the sociology of men and masculinities. Sociology Compass, 8(3), 246–258. https://doi.org/10.1111/soc4.12134
Chaudhry, A., & Amis, J. (2022). Negotiating masculinities in times of crisis: On the COVID frontline in Pakistan. Gender, Work & Organization, 29(2), 650–665. https://doi.org/10.1111/gwao.12800
Chen, S. X., & Kanai, A. (2022). Authenticity, uniqueness and talent: Gay male beauty influencers in post-queer, postfeminist Instagram beauty culture. European Journal of Cultural Studies, 25(1), 97–116. https://doi.org/10.1177/1367549421988966
Chen, T., Lian, K., Lorenzana, D., Shahzad, N., & Wong, R. (2020). Occidentalisation of beauty standards: Eurocentrism in Asia. International Socioeconomics Laboratory, 1(2), 1–11. https://doi.org/10.5281/zenodo.4325856
Connell, R. W., & Messerchmidt, J. (2005). Hegemonic masculinity: Rethinking the concept. Gender and Society, 19(6), 829–859. https://doi.org/10.1177/0891243205278639
Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media & Society, 21(4), 895–913. https://doi.org/10.1177/1461444818815684
Craik, J. (2020). The political culture of non-western fashion identities. Fashion, Style & Popular Culture, 7(1), 9–27. https://doi.org/10.1386/fspc_00003_1
Fatima, F. (2020). Hegemonic masculinity and its effects: A social stigma. Pakistan Horizon. https://pakistanhorizon.wordpress.com/2020/03/17/hegemonic-masculinity-and-its-effects-a-social-stigma/
Hopkins, P. J. (2006). Youthful Muslim masculinities: Gender and generational relations. Transactions of the Institute of British Geographers, 31(3), 337–352. https://doi.org/10.1111/j.1475-5661.2006.00206.x
Khan, A. (2018). Pious masculinity, ethical reflexivity, and moral order in an Islamic piety movement in Pakistan. Anthropological Quarterly, 91(1), 53–77. https://doi.org/10.1353/anq.2018.0002
KhosraviNik, M., & Esposito, E. (2018). Online hate, digital discourse and critique: Exploring digitally mediated discursive practices of gender-based hostility. Lodz Papers in Pragmatics, 14(1), 45–68. https://doi.org/10.1515/lpp-2018-0003
Mady, S., Biswas, D., Dadzie, C. A., Hill, R. P., & Paul, R. (2023). “A whiter shade of pale”: Whiteness, female beauty standards, and ethical engagement across three cultures. Journal of International Marketing, 31(1), 69–89. https://doi.org/10.1177/1069031X221112642
Orbach, S. (2017). Foreword: The making of the body. In A. Elias, R. Gill, & C. Scharff (Eds.), Aesthetic labour: Rethinking beauty politics in neoliberalism (pp. vii–x). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-47765-1
Philips, A. (2004). Gendering colour: Identity, femininity and marriage in Kerala. Anthropologica, 46(2), 253–272. https://cas-sca.journals.uvic.ca/index.php/anthropologica/article/view/2353
Salam-Salmaoui, R., & Salam, S. (2024). The ‘mascara boys’: Performance, subversion, and the new Pakistani masculinity. Gender Issues, 41, Article 3. https://doi.org/10.1007/s12147-024-09320-0
Sharma, K., & Nayak, N. (2017). A study on consumer perspectives for adoption and diffusion of innovations in fairness creams for males in India. Journal of Customer Behaviour, 16(1), 75–89. https://doi.org/10.1362/147539217X14909732699499
Tovar, M., Rosillo, M., & Spaniardi, A. (2023). Social media’s influence on identity formation and self expression. In A. Spaniardi, & J. M. Avari (Eds.), Teens, screens, and social connection (pp. 49–61). Springer. https://doi.org/10.1007/978-3-031-24804-7_4
Victoria and Albert Museum. (2022). In the pink: Colour in menswear. Produced as part of Fashioning Masculinities: The Art of Menswear exhibition, 19 March to 6 November 2022, V&A South Kensington. https://www.vam.ac.uk/articles/in-the-pink-colour-in-menswear
Yahya, H. (2020). Homosexuality as an open secret: A case study in Pakistan. Research Essay LAWS 3001: Women in the Legal Process. https://www.researchgate.net/publication/345893743_Homosexuality_as_an_Open_Secret_A_Case_Study_in_Pakistan