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The Conversation — Hugh Hefner introduced Playboy Magazine to the world 70 years ago. The first issue famously featured a nude photograph of Marilyn Monroe, which was published without her knowledge or consent. Since then, Playboy has built its brand on the beauty and sexuality of countless women who graced its pages. As we approach the magazine’s 70th anniversary in December, Playboy is undergoing significant changes to adapt to the post-#MeToo world. With the magazine no longer in print, the Playboy Mansion sold, and London’s last Playboy Club closing in 2021, many are wondering what lies ahead for the brand.
Hugh Hefner passed away just before the #MeToo movement gained momentum in 2017 with allegations against film producer Harvey Weinstein. Recent years have seen a reevaluation of Hefner’s legacy and relationships with women, especially after the 2022 docuseries “The Secrets of Playboy” exposed allegations of sexual misconduct by several of Hefner’s ex-girlfriends. Although Playboy has been known for promoting inclusivity and supporting causes like abortion rights, it is evident that the magazine’s depiction of women has generally adhered to a narrow beauty standard.
Hefner’s personal relationships with much younger girlfriends have also come under scrutiny, with allegations of control and emotional abuse. Playboy released a statement following Hefner’s passing, distancing itself from his actions and vowing to focus on the aspects of its legacy that align with values of sex positivity and free expression.
Today, Playboy is a completely transformed company. Roughly 80% of its staff identify as women, and its motto has changed from “Entertainment for Men” to “Pleasure for All.” The company is publicly traded, and women make up 40% of its board and management. The introduction of the Playboy Centerfold app has also allowed for more creator-led content, similar to platforms like OnlyFans. This app empowers creators, referred to as “bunnies,” to present their bodies in any way they choose.
Perhaps Playboy’s future lies in catering to a broader audience rather than solely the male gaze. The mid-2000s reality series “The Girls Next Door” featuring Holly Madison and Bridget Marquardt has experienced a resurgence in popularity, highlighting the complicated empowerment of these women despite patriarchal interference. The success of Madison and Marquardt’s podcast, “Girls Next Level,” also emphasizes the enduring cultural legacy of the Playboy brand and its appeal to some women.
In a post-#MeToo era, Playboy is entering a new phase where the women associated with the brand are reclaiming their voices and influence. While the future of the company remains uncertain, Playboy has become a cultural symbol that extends beyond the pages of a magazine. The bunnies are taking charge, and Playboy is being redefined by those who represent it.
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