Loaded magazine has made a comeback in the digital world, declaring itself a platform for men who refuse to conform to modern masculine stereotypes. The newly launched website, loadedworld.com, is a space for straight talk, epic experiences, and a celebration of who men really are. Loaded aims to rebel against the current social landscape dominated by instant gratification and validation through social media. The magazine states that they have been cheated by content creators offering inferior cultural sustenance and aim to bring back love, passion, and enthusiasm for the extraordinary.
Original Loaded cover girl Elizabeth Hurley has returned for a 30th-anniversary spread and accompanying video, where she goes topless. In homage to their first print publication in 1994, Loaded recalls Hurley for a busty spread as the magazine’s front page. The 58-year-old actress is shown in racy shots while promoting her new film, Strictly Confidential. The magazine was known for its coverage of music, sport, and scantily-clad women during its original print run, leading the booming lads’ mag sector in the UK. Loaded has made a digital comeback after going out of print nine years ago, featuring Hurley in a racy spread to attract attention.
Deputy editor Lia Nicholls announced on Twitter the closure of the final print edition of Loaded in 2015, sharing pictures of the first and last issues of the magazine. Despite being a leading player in the magazine sector during its peak, Loaded faced controversy over the years for its portrayal of women. Circulation figures dropped significantly from a high of over 500,000 to about 35,000 in 2011, leading to its closure. However, after a relaunch last year, Loaded promised to be more sophisticated and discerning in its depiction of women, aiming to turn its image around.
Loaded’s closure marked the end of an era for lads’ magazines, which became popular in the 1990s alongside titles like FHM and Maxim. The final announcement stated that the April issue of Loaded would be the last printed edition, paying tribute to staff, contributors, and customers. Original editor James Brown expressed disappointment over the closure but acknowledged that the last team had made a real effort with the magazine. Loaded’s 30th-anniversary issue is available for online subscription starting from May 15, showcasing Elizabeth Hurley in a photo spread, video, and interview.
Loaded’s relaunch in the digital world comes with a promise to bring back the unapologetically brassy and boisterous tone that made it one of Britain’s biggest and bestselling magazines. The website offers a community for men who defy modern stereotypes and seek authentic experiences and connections. While the magazine faced criticism over the portrayal of women during its print run, Loaded aims to reinvent itself by being more discerning and sophisticated in its approach. The return of original cover girl Elizabeth Hurley for a steamy spread signifies Loaded’s bold and provocative stance in the crowded digital media landscape.
