Loaded Magazine Relaunches After Nine-Year Hiatus

Loaded, the once-popular lads’ magazine, is making a comeback under new management. The magazine, which rose to prominence in the 1990s and folded in 2015, aims to target men aged 35 to 55 with nostalgic content.

The magazine’s relaunch is spearheaded by Dubai-based businessman Stewart Lochrie and executive editor Danni Levy, a fitness influencer and former reality TV star. The first cover of the revived Loaded features Elizabeth Hurley, with discussions to feature other well-known sex symbols like Katie Price.

Danni Levy has stated that the magazine seeks to provide a “safe space” for men to “ogle beautiful women” without turning to pornography. This move has been met with criticism, with some labeling the reboot as an “inspiring mid-life crisis” and “objectifying” women.

Critics argue that while the magazine aims for nostalgia, it might not align with modern societal values. Despite the backlash, the online-only magazine seeks to recapture the spirit of its original run and appeal to its now middle-aged audience.