Playboy India

Playboy was a magazine representing a lavish and sexually adventurous lifestyle in the 1960s and 1970s. It reached nearly 7 million subscribers at its peak and published the work of notable figures such as Andy Warhol and Hunter S. Thompson. However, it faced competition from more explicit magazines and video pornography, and the rise of the internet made paid pornography accessible. As a result, the company struggled financially, sold its TV and digital operations, and took the company private.

The magazine's circulation decreased, but certain aspects of the Playboy brand remained viable business lines, such as branded spirits, furniture and perfume, fashion collaborations, a casino in London, pop-up events, and a recently reopened nightclub in New York. The company's CEO compares the company's future to Gwyneth Paltrow's Goop.
The magazine has recently changed its editorial vision and content, becoming more socially conscious and focusing on feminist issues. In addition, the company has rebranded their "Bunnies" as "brand ambassadors" and the centerfold models as "Playmates."

The staff uses terms like "intersectionality," "sex positivity," and "privileging" to describe their editorial vision, and two of the editors are former employees of Ms. Magazine.

The photography has also changed, with Playmates primarily shot by other women and using artsy angles and intimacy coordinators on set.

It is now edited by a millennial team, including an openly gay executive editor, focusing on inclusivity, representation, and activism, featuring interviews with activists and queer cartoons, and gender-neutral sex toys.

This evolution was one of the main driving forces for this collection.

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The brief was to create a collection for Urban Monkey and Playboy.
Playboy's rabbit head logo is one of the most recognizable logos in the world. It shows the power of branding, how a symbol represents a multitude of values that consumers love repping. Brands such as Supreme, Pleasures, Huff, and OVO have significantly impacted the clothing and accessories industry in collaboration with PB.

Playboy, once known for its magazine and mansions, now leverages its iconic rabbit head logo onto consumer products and experiences that align with its motto of "Pleasure for all."

Playboy will enter the Indian Apparel and LSA industry by collaborating with Urban Monkey.

Urban Monkey's Audience and customers belong to an age group that might have yet to witness the cultural impact PB created during its magazine era. This collaboration will expand the existence of PB in India, giving us the responsibility of representing the correct values to the younger audiences.

A sprint was held with multiple participants to map out the various interpretations and understanding of the brand “Playboy",
which helped us incubate a spectrum of ideas the brand represented from

the magazine, erotica, the mansions, hospitality, and the cultural impact it had on the creative community.

For us, Playboy's roots lie in their magazine. From interviews with leading creatives and the documentation of the cultural progress. The magazine added way more value to a generation than an erotica cover that people remember.

The magazine's centerfold poster elevated visual communication and storytelling through photography, which was copied by magazines such as national geographic and tinkle magazine in India.

Using this difference, we saw an opportunity to speak about Happiness and well-being;
While using the word “pleasures.”

With this project, we hope to drive culture forward - always advocating for the expansion of equality & freedom and constantly evolving to serve our audience and society best.

We used mini patches, usually used for branding, to visually communicate our values and messages. They would serve as an Easter egg full of positivity, establishing the potential of branding as value sharing.

SZA's collaboration with Crocs inspired us to dilute the concepts and communicate them visually. Where small pins/charms represent her personality and what she stands for,
a calm, nature-loving artist.

Playboy was the platform for leading writers, artists & photographers to express themselves with total freedom, the place where sex was never taboo & where life, liberty & the pursuit of pleasure were to be enjoyed by all.

We curated Iconic Photographs from Playboy's massive body of work relevant to the age group and the country. And in alignment with the foundation of the collection.

As a tribute to Playboy Magazine, we create a mini zine that will go along with every product. This zine talks about the vision and message behind the collection, along with an overview of the entire apparel collection.

We also took inspiration from Playboy's iconic centerfold posters and included a poster at the back of the zine. Each one with its own story, resonating with the values of the collection.