Playboy Revives Iconic Playmates in Modern Relaunch

Playboy is reintroducing its famous Playmates and Bunnies in an effort to rejuvenate its historic brand, which has been struggling for years. Executives emphasize, however, that the publication aims to maintain a distinction from pornography.

Philip Picardi, the editor-in-chief and chief brand officer, stated, “There’s always been a difference between Playboy and pornography, especially the kind of pornography that’s so prevalent today that people can access just by having a Twitter account or a Reddit account.” He discussed this perspective in a recent interview.

Picardi expressed enthusiasm about the challenge of blending artistry and thoughtfulness into nudity as a creator.

The first issue of the revamped quarterly edition sold out quickly, featuring Colombian pop star Karol G. The second issue, spotlighting model and actress Cara Delevingne in latex corsets, launched last week with a planned increase in print run.

This year, Picardi and David Miller, Playboy’s president of media and brands, were brought on board to revitalize the company’s media operations post the discontinuation of regular print in 2020.

The focus of the relaunch is on restoring the storytelling that had once defined Playboy, while also broadening the brand’s reach through digital platforms, social media, and video content.

Pleased with the direction, Picardi shared that the women featured as Playmates and on covers have complete control over their portrayal, including choosing photographers and stylists. “I wouldn’t go so far as to call what we do at Playboy feminist,” he noted, recognizing that it might be a contentious label. “But I insist that our approach to nudity is based on the women’s choices regarding what they reveal.”

Picardi also pointed out the commitment to present a more genuine image compared to previous decades. “There’s an authenticity and rawness to the photos, and we’re receiving fantastic feedback,” he added, mentioning both male and female responses have been overwhelmingly positive.

Playboy’s revenue reported for 2025 was $120.9 million, reflecting a 4% increase compared to the previous year, and the company’s net loss decreased significantly. Founded in Chicago in 1953 by Hugh Hefner, Playboy became a cultural staple, merging nude photography with celebrity interviews and in-depth journalism. Its peak circulation surpassed 7 million copies each month in the early 1970s, but the rise of the internet diminished its advantage as explicit content became wildly accessible.

The magazine’s history has seen a stop and start approach to nudity—ceasing publication in 2015, briefly restoring it in 2017, shifting to a quarterly format in 2019, and halting regular editions by 2020. Now, Playboy is primarily a licensing and lifestyle brand, with the updated magazine being just one element of a broader strategy that includes fashion, digital content, and hospitality ventures.

Since Hefner’s passing in 2017, his legacy has faced renewed scrutiny, with allegations from former associates claiming a culture of manipulation and exploitation. Recent discussions, spurred by a documentary series, have led the company to distance itself from its founder’s controversial legacy.

However, some media analysts question whether Playboy can thrive in an age dominated by internet pornography and social media. Dr. Lillian Glass remarked that Playboy represents a bygone era, conceived long before easily accessible adult content became the norm. She pointed out that the brand hasn’t entirely shaken off the shadows of Hefner’s legacy, which might affect its acceptance in today’s market.

The Post has reached out to Playboy for further comment.