The rot must have set in with David Gandy, that floppy-haired Adonis who burst on the scene a few years back in a vaguely pornographic aftershave advert. Pouting and bronzed, the 39-year-old Essex boy demonstrated, for perhaps the first time in modern history, that a British man can look good on the beach. Even when wearing a pair of brilliant-white budgie smugglers.Things then got worse with the rise of Love Island, the strangely addictive hit TV programme that seems to be at least partly based on the premise that male self-worth revolves around a decent ‘six-pack’.Finally, just as the nation’s chip-scoffing men were booking summer holidays, we were treated to the sight of the absurdly buff movie star Jude Law, 46, visiting the seaside.What a figure Law cut, wearing tiny swimming trunks and affecting a look of obscene smugness as he swaggered past a cabal of bikini-clad lovelies, in viral photographs taken on the set of his upcoming television series, The New Pope.