Easily offended and overly sensitive? Well, look away now, because Loaded magazine is back, and it’s just as brassy and loud as ever.
The legendary boys’ magazine launches a new digital platform for the not-so-modern man who refuses to conform to current male stereotypes – nine years after it went out of print.
Billed as a digital rebellion, Loaded enters a very different social, environmental and political landscape online – but remains unchanged and unrepentant in the tone that has helped make it one of Britain’s biggest and best-selling magazines.
Located in www.loadedworld.comthe newly launched outlet is a space for candid conversations, epic experiences, and a community that aims to celebrate who men really are.
Expressing their intentions, Loaded says: ‘We now live in a world dominated by dopamine-hungry people, who crave the satisfaction given so cheaply by the appearance of a red spot on social media, and say that we have been validated by our peers.
Easily offended and overly sensitive? Then look away now, because Loaded magazine is back for an online relaunch with original cover girl Elizabeth Hurley
Hurley originally starred as Loaded cover girl when the magazine’s print edition launched in the UK in 1994
“For too long we have been duped by ‘content creators’ who dishonestly and deceived us with inferior bits of cultural livelihood. Where is the love? Where is the passion? Where is the unbridled enthusiasm for the above average, the astonishing and the absurd?’
In tribute to their first print publication in 1994, the Loaded team has brought back original cover girl Elizabeth Hurley for a busty 30th anniversary spread and accompanying video, in which she goes topless.
The 58-year-old actress, who is currently promoting new film Strictly Confidential, showed off her cleavage in a loosely worn white shirt as she posed for its official relaunch.
Loaded was one of the original boys’ magazines, famous for its coverage of music and sports – and its photos of scantily clad women.
At its peak, the title – founded in 1994 – was one of the leading players in the booming sector, with a six-figure readership.
But the final print edition, released on March 26 with Noel Gallagher and novelist Irvine Welsh, was the last.
Deputy editor Lia Nicholls announced the closure on Twitter in a post with photos of the magazine’s first and last editions.
She wrote: ‘The very first and unfortunately last issue of @loadedmag. Sad day. I’ve loved every minute of it.’
In tribute to their first print publication in 1994, the Loaded team has brought back original cover girl Elizabeth Hurley for a busty front page spread
The actress also took part in a steamy promotional video when the magazine launched online
Elizabeth is filmed lying topless on a large double bed
The 58-year-old actress, who is currently promoting new film Strictly Confidential, posed for a series of racy shots ahead of its online relaunch
Elizabeth with son Damian, an aspiring filmmaker who wrote and directed her new film, in another shot from the Loaded spread
During its 21-year existence, Loaded sometimes found itself mired in controversy, sparking criticism over the number of scantily clad women it included in each edition.
Deputy editor Lia Nicholls revealed the 2015 closure on Twitter in a post with photos of the magazine’s first and last editions
During its 21-year existence, Loaded sometimes found itself mired in controversy, drawing criticism over the number of scantily clad women it included in each edition.
Its circulation fell as it went through a number of different ownership changes, but after a relaunch last year, Loaded said it would be ‘much more astute and sophisticated’ in its representation of women, the BBC reports.
The Telegraph reports that the circulation for the 50th edition exceeded 500,000 in June 1998.
But sales fell to around 35,000 in 2011, the last officially audited figures for the magazine.
It was one of the boys’ magazines that became popular in the 1990s, together with FHM and Maxim and later Nuts and Zoo.
The magazine’s publisher Simian said in a statement: ‘From the current April issue, published on March 26, Loaded will no longer trade as a print magazine.
‘We would like to pay tribute to our customers, employees and especially our staff and editorial staff.’
One of the early editors at the launch in 1994, James Brown, told his Twitter followers that the closure was a “shame,” adding, “The last team seemed to have really made a go of it.”
The 30th anniversary issue of Loaded will be available online for subscriptions from May 15.
Elizabeth is featured in a photo spread video and an interview with the legendary boys’ magazine