Playboy is making a comeback to the print rack with a renewed focus on "prestige" and in-depth storytelling, alongside its trademark nude imagery. The relaunch, spearheaded by newly appointed editor-in-chief Philip Picardi and David Miller, president of media and brand, aims to redefine the 70-year-old men's magazine for a modern audience.

The brand's celebrity-driven revival kicked off in April with Colombian pop star Karol G on the cover, followed by supermodel Cara Delevingne. Both issues saw sold-out print runs, prompting larger print orders for subsequent publications.

Adrienne Uthe, founder of Kronus Communications, emphasized the necessity for Playboy to evolve while retaining its core identity. "It's not about erasing who you were — it's about carrying the core of what made you iconic into a context that makes sense today," Uthe stated. "Playboy knows what it is. The question is whether it can translate that into something the market is ready to receive."

Picardi highlighted a return to the magazine's roots in "storytelling," differentiating it from the readily available pornography online. "There’s always been a difference between Playboy and porn, especially the kinds of porn that are really prevalent today and that people have access to just by having a Twitter account or a Reddit account," Picardi told the Press Gazette. He described the challenge of bringing "artfulness and a thoughtfulness to nudity" as "super exciting as a creative."

Playboy's current strategy involves featuring Playmates of the month, alongside online and social media content. Cover stars are reportedly involved in the creative process, including approving photographers and stylists. Picardi noted that while he hesitates to label the approach as feminist, the brand prioritizes the woman's agency in deciding how much she reveals, often finding that subjects feel liberated to make their own choices.

Navigating the Digital Landscape

Uthe pointed out that while the digital age has shifted the landscape of adult content, the appetite for it has not disappeared. "The appetite for adult content and sexual expression didn't disappear — it just moved, and in many cases toward platforms where women hold the power," she said, referencing the success of platforms like OnlyFans.

This presents Playboy with an opportunity, but also a significant challenge. "The challenge isn't the market. The challenge is credibility," Uthe explained. "Can Playboy convince a generation that grew up with creator-controlled content that a legacy brand can authentically stand for the same thing?"

Strategic celebrity partnerships are deemed critical, but Uthe cautioned that the alignment must be genuine. "Karol G and Cara Delevingne aren't random choices, and that's the point," she said. "Every partnership is a positioning signal right now. The danger is chasing names instead of synonymy."

Building the Next Chapter

The once-monthly magazine, which transitioned to quarterly in 2019 and ceased print publication in March 2020, is now under new leadership. According to financial reports, the company generated $120.9 million in 2025, with a net loss of $12.7 million, a slight improvement from the previous year's $79.4 million revenue.

Media executive Derek Reisfield recalled Hugh Hefner's innovative brand expansion through ventures like the Playboy Clubs and licensing. However, he noted that the internet's proliferation of easily accessible pornography significantly disrupted this model. "They're trying to figure out how do I thread the needle in this new world where all this stuff is available to people and a lot of it's not really differentiated."

Reisfield suggested that Playboy needs to move beyond defending its legacy and focus on building its future. "The brands that make it back are the ones that stop defending their legacy and start building the next chapter," he said. "Playboy has the name. The question is whether they have the discipline to survive."