Why are round face shapes usually not desired?

I always hear people say "my face is too round for that cut."
Or say they can't get a pixie

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Trevo · 26-30, M

Most beauty icons don't have a round face.

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countrygirl9 · F

@Trevo yup, usually long with strong jawlines

Trevo · 26-30, M

@SpencerMurgatroyd I don't know exactly why, but things tend to get popular and even though they're attractive features by themselves people tend to create a kind of exclusiveness of traits that should match "beauty"

flossy · 41-45, F

@Trevo Actually the ideal shaped face - for models - would be one that can be photographed easily. Oval or square. Kate Moss has an oval face with eyes far apart. That makes it easier to be photographed at various angles.

Long faces are not desired.