"Matthews project is called "LADS" and explores the idea of masculinity and how men are socially conditioned. Masculinity is the possession of qualities traditionally associated with men. Matthew believes that the modern ideology of what a man is and masculinity is toxic for men especially with the rise of the "LAD". Matthew wants to allow his photos to show a softer side to men and give the models a space to talk about what makes a man and what masculinity means to them."