A popular Russian media figure known as Ilya Maddyson Davydov on his Telegram channel drew attention by noting that public figures, including Leonardo DiCaprio, can be grouped with a humorous label known as skufs. This term is used by some internet users to describe men who seem to neglect personal care, fitness, and style. The discussion drew on material previously shared on Lenta.Ru that explored the meaning of the word skuf and what it implies in online communities.
The article on Lenta.Ru suggested that a number of well-known personalities from the Runet sphere are perceived as skufs by online communities. Leonardo DiCaprio, Elon Musk, and Prince William were mentioned as examples, with the observation that their grooming or public appearance has sometimes shown changes as they have aged. Alongside these global figures, several Russian names appeared on the list, including Boris Yeltsin, journalist Oleg Kashin, who is controversial in Russia, and blogger Yuri Khovansky. Ilya Davydov himself was also noted among those discussed in the context of skuf labeling.
In an unusual twist, the list reportedly includes fictional characters as well. Carlson from a Soviet-era cartoon and Kopatych the bear from the animated series Smeshariki were cited as figures that some fans extend the skuf label to, illustrating how the meme has broadened beyond real individuals to popular fictional characters in internet discourse.
Commentary from Davydov reflected a provocative and sensational tone, illustrating how online communities can latch onto a provocative trend and amplify it through social media. Statements about this meme can generate strong reactions, as discussions pivot between humor, criticism, and cultural commentary about public figures and the standards of personal presentation that accompany celebrity status.
The broader conversation also touches on how audiences perceive aging, public image, and the pressure to maintain specific grooming and styling norms in the spotlight. Its various threads show how online communities blend humor with critique, often using satirical labels to express attitudes toward fame, media coverage, and the evolving expectations placed on well-known personalities.
Beyond the buzz, the skuf meme serves as a case study in how internet culture categorizes public figures and fictional characters alike. It highlights the fluid boundaries between respectful commentary, playful mockery, and more pointed online judgments. The phenomenon encourages discussion about the role of personal care and style in public perception, and how digital platforms shape the language used to describe these traits.
Overall, the discussion around skufs illustrates a modern aspect of online discourse: how memes can diffuse across personalities, cultures, and even fictional universes, transforming everyday observations about appearance into broader conversations about celebrity culture, media literacy, and the standards that govern public life in the digital age.