When Jonathan Bailey stepped onto the stage at People Studios on November 4, 2025, he didn’t just accept a title—he accepted a responsibility. The British actor, 37, became the first openly gay man ever named People magazine's 'Sexiest Man Alive' since the award launched in 1985. The announcement, made live at 9:00 a.m. EST, sent ripples through pop culture, social media, and LGBTQ+ communities worldwide. This wasn’t just a celebrity cover story. It was a cultural reset.
A Victory Beyond Vanity
Bailey, best known for his role as Anthony Bridgerton in Netflix’s global hit Bridgerton, didn’t win because of chiseled abs or a perfect jawline—though he’s got both. He won because he’s unapologetically himself. In his cover interview, shot at The Greenwich Hotel by photographer Sasha Samsonova, he said: “This isn’t just about me—it’s a victory for every queer person who’s ever felt unseen.” That line echoed louder than any headline. For decades, the title was a symbol of heteronormative ideals: muscular action stars, clean-cut heartthrobs, often white, often silent about their personal lives. Bailey’s win shatters that mold.The selection process wasn’t just fan-driven. A 12-person committee—including Editor-in-Chief Dan Wakeford, Deputy Editor Elizabeth Leonard, and contributing editor Yohana Desta—met at the Time Inc. Building in Lower Manhattan on October 28–29, 2025. They reviewed over 2 million fan votes and narrowed the field to three finalists: Bailey (63.7%), Austin Butler (28.1%), and Pedro Pascal (8.2%). But behind the numbers was a deliberate pivot. After backlash in 2017 for excluding actors of color, People magazine hired diversity consultant Dr. Marc Lamont Hill in 2018. This year’s pick reflects that evolution.
The Ripple Effect
The social media storm was immediate. The hashtag #WhoIsPeopleSMA2025 generated 1.2 billion impressions across Instagram, TikTok, and Twitter (X) in just 72 hours. Sales of Bridgerton Season 3 DVDs skyrocketed—412,000 units sold on Amazon.com by 5 p.m. EST the same day. Streaming platforms reported a 147% spike in searches for Bailey’s film Red, White & Royal Blue within hours of the announcement.Even Netflix took notice. CEO Ted Sarandos issued a statement praising Bailey’s work on Season 4, which wrapped filming in Bath, Somerset, England, on September 15, 2025. “He’s redefined period romance for 82 million global subscribers,” Sarandos said. That’s not just marketing speak—it’s a testament to how Bailey’s authenticity resonates.
And then there’s the money. Bailey’s $250,000 appearance fee? He’s donating it all to The Trevor Project, the nonprofit dedicated to preventing suicide among LGBTQ+ youth. The timing couldn’t be more urgent. In Q3 2025 alone, The Trevor Project reported a 37% surge in crisis contacts from young people aged 13–24. “When someone like Jonathan uses his platform this way,” said project director Dr. Rachel Levine, “it doesn’t just save lives—it tells them they’re worth saving.”
A New Standard for Sexiness
Sexiness, as Dan Wakeford put it, “isn’t about perfection. It’s about presence.” Bailey’s cover shoot featured three custom outfits by British designer Harris Reed Ltd.—flowing silks, velvet capes, and tailored suits that blurred gender lines. It was fashion as rebellion. And it worked. The cover sold out in under 48 hours in newsstands from New York to Nairobi.This win also arrives as GLAAD’s 2025 Studio Responsibility Index shows 22.3% of major studio releases now include LGBTQ+ characters—up from 18.9% the year before. It’s progress. But Bailey’s recognition signals something deeper: audiences aren’t just tolerating queer representation—they’re celebrating it. And they’re willing to vote, buy, and scream for it.
What’s Next?
Bailey’s next public appearance will be at the People Magazine Awards on December 12, 2025, at The Beverly Hilton Hotel in California. He’ll be joined by Calvin Klein for a global Pride campaign launching January 15, 2026. Details are under wraps, but insiders say it will feature LGBTQ+ youth from seven countries sharing their stories.Meanwhile, fans are already speculating: Will Bailey become the first openly gay actor nominated for an Oscar in a leading role next year? Will Bridgerton Season 5 break viewership records? Will other brands follow suit in centering queer joy instead of tokenism?
One thing’s certain: the definition of “sexiest” has changed. And it’s never going back.
Frequently Asked Questions
Why is Jonathan Bailey’s win historic?
Bailey is the first openly gay actor to win People’s 'Sexiest Man Alive' since the award began in 1985. Previous winners—including Brad Pitt, George Clooney, and Chris Hemsworth—were either straight or kept their sexuality private. His win breaks a 40-year norm and signals mainstream acceptance of queer identity as inherently sexy and worthy of celebration.
How did fans influence the outcome?
Fans generated 1.2 billion social media impressions during the #WhoIsPeopleSMA2025 campaign, and verified votes accounted for 63.7% of Bailey’s win. While a 12-person committee made the final decision, the overwhelming fan response—especially from LGBTQ+ communities—pushed the magazine to prioritize representation over tradition. The margin over runner-up Austin Butler was more than double.
What impact will this have on LGBTQ+ youth?
The Trevor Project reported a 37% spike in crisis contacts from LGBTQ+ youth aged 13–24 in Q3 2025. Bailey’s donation of his $250,000 fee directly supports their helpline and outreach programs. Experts say visibility like this reduces isolation and suicide risk. One teen told the organization, “Seeing him on the cover made me feel like I could be loved, too.”
How does this reflect broader changes in Hollywood?
GLAAD’s 2025 report shows 22.3% of major studio films now include LGBTQ+ characters, up from 18.9% in 2024. Bailey’s rise mirrors this trend—but he’s not just a character; he’s a real person owning his truth. His success proves audiences will embrace queer leads in romance, drama, and even period pieces, challenging old assumptions about marketability.
What’s the significance of the Calvin Klein campaign?
Calvin Klein’s January 2026 global Pride campaign, set to launch with Bailey, will feature real LGBTQ+ youth from seven countries—not models or celebrities. It’s a direct response to performative allyship. The brand, owned by PVH Corp., is signaling that representation isn’t a marketing tactic—it’s a movement. This could redefine how fashion giants approach Pride Month going forward.
Could this change how future 'Sexiest Man Alive' winners are chosen?
Absolutely. The committee’s decision this year was widely seen as intentional. If the next winner is a trans man, a nonbinary actor, or someone with a disability, it won’t be a surprise—it’ll be the new standard. People magazine has signaled that sexiness now includes courage, authenticity, and advocacy. The era of just looks is over.
