Using short lighting in men’s fashion
There are two angles in lighting, short and broad. The main/key light usually brightens one side of the face more than the other. The short side is the side with the shadow, and the broad side is the side of the face that the light hits.
It is all up to you which side of the face you angle toward the camera in men’s fashion. Broad lighting can be a great technique when someone has a very thin face or a clean jaw line.
I normally go for the short side of the face (the side with the shadow) because it slenderizes the model. It generally has a more dramatic effect, too.
You can see in the photos below that the male is always turned so that the shadowed side of his face is toward the camera.
This photographer is great with men’s fashion. https://www.broganmcnab.com/men