A man in his underwear has been Photoshopped by designers in 19 different countries to reveal the different ideals of 'hunky' - with very different results.
Fuelled in part by the media and popular culture, men around the world may feel even more body image–related pressure than women do – pressure to be stronger or slimmer or more muscular.
Research found that 40 per cent of men in the UK felt pressure from television and magazines to have a "perfect body" and this has negative effects on how they view themselves and others.
In the UK, Richard was given a slimmer waist, tanned arms and longer legs.
Many countries chose to create an extremely muscular man.
While in the US, he ended up with a six-pack, ripped arms and stocky legs. Australia was one of the few countries which preferred a fuller-figured man.
Many of the designers made Richard slimmer - with China in particular choosing a dramaticallythinner body. In Egypt, Richard was unrecognisable, thanks to a darker skin shade, a new haircut and more facial hair as well as bulging muscles.
The Russian man sports a golden mane. And the Phillipines went more muscular despite given hima slim build.