Loaded relaunch: modern masculinity or mid-life crisis?

Loaded, the iconic lads’ magazine of the 1990s, is returning after a nine-year hiatus with a self-declared mission to allow men to “ogle beautiful women” once more.

At its peak, the monthly magazine sold more than 450,000 copies. Danni Levy, the new executive editor, said the relaunch is aimed at the original Loaded audience, who are “now living happily at home with their wife and kids”. But not everyone is convinced it will work.

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