As I previously reported, Anja Rubik was in Cannes last week to celebrate the relaunch of her magazine, 25 and now the first look of the new issue is out, it's actually a lot more sexual than many had expected.
In a recent interview with Style.com, Rubik said that she drew on 70's issues of Playboy and erotica magazines and it shows. Throughout the issue the likes of Arizona Muse and Abbey Lee Kershaw appear nude and features include sex tips ranging from advising women to 'Leave your heels on during sex' to 'Let him watch you masterbate'. The magazine's theme also came through in Rubik's editor's letter where she wrote, 'We aren't trying to reinvent the wheel, just make it more lubricated for an easier rise.'
But the magazine isn't all about erotica. The model has always made it clear that she aims to portray women in a strong and confident way and to do so, she decided to only collaborate with female photographers like Annie Leibovitz and Inez van Lamsweerde on the issue.'I started thinking that there are so few female photographers,' she told Oyster magazine. 'The issue is about very strong women, very ambitious; she does what she wants and she is comfortable with her sexuality.
Anja Rubik might still be modelling but 25 magazine, the project she started back in 2009 with husband Sasha Knezevic, is her main focus. To shake things up, the magazine has undergone a big revamp with everyone from Inez can Lamsweerde to Annie Leibovitz collaborating on the new issue, which will be unveiled today in Cannes.
1970s erotica magazine, Viva, along with Playboy and Carine Roitfeld were the starting points of reference for the issue's erotica theme. '25 is basically directed toward very strong-minded, ambitious women, who are very comfortable with themselves and their sexuality,' she told Style.com. 'I was thinking a lot recently and looking how sex is approached nowadays, and nudity, and bodies. Erotica kind of disappeared. The way we approach sex is either really prude or very vulgar.'
This week Fashionista's Lauren Sherman managed to sit down with Anja Rubik ahead of the Victoria's Secret show. Rubik revealed that 25, the magazine she set up with her boyfriend last year, is moving base from Vienna to New York and is only getting bigger moving from a side project to a fully blown operation. For those of you anxiously waiting for the next issue, the model revealed that it should be released within the year. “We really wanted to have it for September fashion week" she said "but there's just too much to do.”