Here's a well known image of a fitness model;
Here's some amateur natty bodybuilders;
Congradulate your friend on becoming a bodybuilder. Tell him that he isn't special, and standard bodybuilding techniques/training are the way he needs to go. Get stronger on heavy compound movements. Gain quility weight. Cut only after there's enough muscle to justify cutting in the first place.
Now, if he wants to look like a fashion model? Just stop eating and go screw yourself for being a pussy. (Him, not you.)