Anja Rubik takes the helm and relaunches erotic fashion mag “25”
The relaunch took place at Cannes on Wednesday night at the Pierre Cardin Palais Bulles – a private villa that looked like the set of Star Wars meets Boogie Nights. A perfect setting for the launch of an erotic magazine.
Anja who founded the erotic magazine in 2009 with husband Sasah Knezevic has decided to revamp the magazine and give it a whole new concept. The magazine celebrates sex and drawing her inspiration from the ´70s magazine Viva and Vintage Playboys, it is choke full of naked women displaying their sexuality. There are also cameos of Rubik´s high profile best friends. Gracing some of the pages are Abbey Lee Kershaw, Arizona Muse, Liya Kebede and Coco Rocha, all naked and with little more than smiles plastered on their faces.
She said, “The whole idea of erotic sensuality has disappeared and in its place stands really “cool” or really trashy. So we decided to bring the idea of erotica in the 70s back to life.”
Her visionary approach to the “25” magazine is bold, glossy and features 300 pages of erotic imagery. “25” is directed towards “very strong-minded ambitious women who are comfortable with themselves and their sexuality.” So it is only right that it showcases an all-female cast of photographers such as Annie Liebovitz, Ellen von Unwerth and Inez van Lamsweerde.
The magazine has no advertising and it is full of bosoms, bums and pelvises all aimed at capturing your fantasy. If they can cut glass that is another question?
The bi-annual magazine puts a new twist on erotica and it is a good read. There will be products behind it and lots of collaborations with artists. Anja says, “Sexiness is a lot to do with being comfortable with yourself.”
She may be right there but it looks like she has found a winning concept. That age old adage still holds, “Sex sells.”
By
T. J. Mueller
