Men and women are both hypergamous but in different ways. Women marry up for wealth, power and social status while men marry up for looks.

Women prefer to date men of higher status and wealth and men prefer women who are better looking than them. It hurts a man's ego if his wife is more powerful, rich and successful than he is, and it hurts a woman's ego if she isn't the more physically attractive one in the relationship.

Also, it's more socially acceptable for an average looking man to date a beautiful women than the reverse, and likewise for high status men dating low status women. A man who marries a powerful, rich woman is looked down on and seen as not a real man, and a male model who dates an average looking woman is told he can do better.