Playboy is reintroducing its iconic Playboy Playmates and Bunnies as part of a strategic effort to modernize the venerable men's magazine brand. Executives are asserting that the publication distinguishes itself from contemporary pornography.
Phillip Picardi, Playboy's editor-in-chief and chief brand officer, stated that there has always been a difference between Playboy and pornography, particularly the prevalent forms accessible online. He expressed excitement about the creative challenge of bringing "artfulness and thoughtfulness to nudity."
The magazine, which transitioned to a quarterly print format, has seen its initial issue, featuring Colombian pop star Karol G, sell out its limited print run. The second issue, unveiled recently, includes model and actress Cara Delevingne and plans for a slightly larger print run.
Picardi and David Miller, president of media and brand, were appointed this year to revitalize Playboy's media operations after regular print publication ceased in 2020. The relaunch aims to restore the publication's former prestige through storytelling while expanding its presence across digital, social media, and video platforms.
Under Picardi's leadership, women featured as Playmates or cover stars are reportedly involved in the creative process, including approving photographers and stylists, and decide the extent of their body's reveal. "What I will say is what our approach with nudity has always been: that it is up to a woman how much she has to show on set," Picardi said, stopping short of labeling the approach as feminist.
He added that the current imagery aims for greater authenticity and a "rawness" that has received positive feedback from both men and women.
Playboy reported $120.9 million in revenue for 2025, a 4% increase from the previous year, while narrowing its net loss to $12.7 million. Founded by Hugh Hefner in 1953, the magazine was once a cultural force, peaking at over 7 million monthly circulation in the early 1970s. The rise of the internet, however, diminished its advantage by making explicit content widely accessible. The magazine discontinued nudity in 2015, reinstated it two years later, shifted to quarterly publication in 2019, and halted regular print production in 2020.
Currently, Playboy operates primarily as a licensing and lifestyle brand, with the relaunched print magazine being one component of a broader strategy that includes apparel, digital media, and hospitality. Hefner, who died in 2017, has faced renewed scrutiny, with allegations from former partners and employees describing a culture of manipulation and exploitation at the Playboy Mansion. These claims resurfaced in the 2022 docuseries "Secrets of Playboy," prompting the company to distance itself from Hefner's legacy.
Some experts question whether the revived Playboy can gain traction in an era saturated with internet pornography and platforms like OnlyFans. Dr. Lillian Glass, a media analyst, suggested that Playboy is "a brand of the past" and that the company continues to contend with Hefner's legacy and associated allegations, which may impact its reception.