In the recent Autumn Winter 2024 catwalks, signs of soft masculinity had a remarkable presence among important brands such as Coach, Loewe, Diesel, Ludovic de Saint Sernin, and Landeros. Bows, crafted details, sheer fabrics, or areas revealing parts of skin are also present in the men’s collections. The recurrence of these signs proves that masculinity has risen resignified, questioning the blurred aesthetical and behavioral barrier between genders. Using the semiotic analysis methodology developed by Santaella (2000; 2002) and Perez (2004) based on the General Theory of Signs of Charles Sanders Peirce, we aim to analyze further these fashion expressions of our zeitgeist, or spirit of the time. The result reveals important values shared in the collective unconscious, reinforcing the fashion system as one of the most crucial meaning producers to understand our society. Besides that, the recurrences of new masculinity signs allowed us to recognize that we will increasingly perceive an exchange of elements among the feminine and masculine realms as a materialization of a new reality being built, in which men are allowed to cry and women are allowed to win. Fashion is ahead of its time and culturally transversal, building realities that expand to all areas, proving its relevance in contemporary research.