This study aims to understand “what is man” in men’s fashion magazines from which most modern ideas of masculinity came. The Researcher focuses on the contents, discourses, wording and symbols, trying to capture the ideology about “men” in these publications. The result shows that while creating more diverse images and possibilities about men, these magazines reconnect the “sex” and “gender” in a subtle way. Compared with the pursuit of “middle-sex” which challenges the binary category of sex in post-feminism, the so called “new man” is nothing but “macro man in better clothes.” Even worse, this time, they make men conform the same ideology of patriarchy as the way women used to be.