Anja Rubik relaunches her magnificent erotica magazine, 25, by presenting its long-awated second issue in Cannes. Which does not really qualify as a coffee table book, but certainly does belong to be kept on your coffee table. Religiously.

In 2010 when Anja Rubik and (now-husband) Sasha Knezevic assumed the reins of 25 Magazine, the Vienna based publication logged a storm of press. Two years later the team is finally set to launch the latest edition of 25 (300 pages, no advertising). Under Anja’s creative direction, the new 25 will strictly act as an ode to the female form.

And here’s the staggering list of contributors:

Inez van Lamsweerde and Vinoodh Matadin, Paola Kudacki, Emma Summerton, Camilla Akrans, Mary McCartney, Katja Rahlwes, Catherine Servel, Yelena Yemchuk, Annie Leibovitz, Roxanne Lowit, Sheila Metzner, Liz Collins, Corinne Day, Ellen von Unwerth, Alex Prager, Caitlin Cronenberg, Delphine Achard, Anna Bauer, Helena Christensen, Melanie Ward, Keegan Singh, Karl Plewka, Myrzk + Moriceau, Alejandra Mendoza, Yi Zhou, Iman, Veronika Varekova, Elettra Wiedemann, Coco Rocha, Petra Nemcova, Summer Rayne, Liya Kebede, Zuzanna Bijoch, Karlie Kloss, Carmen Kass, Arizona Muse, Aline Weber, Abbey Lee, Crystal Renn, Eniko, Natasa Vojnovic, Jessica Miller, Dita von Teese, Derek Blasberg, Wendy Rowe, Lady Amanda Harlech, Christiaan Houtenbos, Barnaby Roper, Kanye West, Louis Marie de Castelbajac, Eddie Borgo, Victor Demarchelier.

As for the new logo… “The inspiration was the woman’s body, her sensuality and her strength. I’d also like to think of it as the new 69 – but on a woman’s terms”, says Anja. “The vision of 25 is a very strong minded, intelligent, sensual woman. The content will be beautiful visually with an erotic twist. The magazine approaches sex in an imaginative way and is filled with beautiful images, great fashion, and irreverent stories. 25’s inaugural issue is dedicated to the talent of female photographers and celebrating strong women”.

Add to that the issue’s erotic theme, inspired by the aesthetic seen in 70s women’s erotica magazine Viva, along with vintage Playboy and Penthouse and what you have is a sure fire sell, available at Colette.

“25 is basically directed towards very strong-minded, ambitious women, who are very comfortable with themselves and their sexuality. 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”, says Anja.


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First image: Anja Rubik by Paola Kudacki for 25 Magazine #2.

Three next images: Abbey Lee Kershaw (and Tyson Ballou) photographed by Santiago & Mauricio for 25 Magazine #2.