(FORTUNE Magazine) – The faces and bodies on these pages may seem familiar. Men now account for about a third of the U.S. fashion industry's models, more than double their representation 20 years ago. Male shoppers are spending more than ever on clothes and personal grooming products, so more advertising is aimed at them. Top male models pull in $300,000 a year, though that's still far below the more than $1 million that Christie Brinkley or Isabella Rossellini can command. Modeling has always attracted struggling actors. Tom Selleck, TV's Magnum, P.I., once displayed his dimples on behalf of Salem cigarettes. Ted Danson, the rogue bartender on the TV series Cheers, nuzzled a female partner in Aramis cologne ads. Now modeling is drawing moonlighters from other occupations. The job can be a fallback too. When Ronald Reagan's movie career faded in the 1950s, he posed in $3.95 Van Heusen shirts.