Anja Rubik: Magazine promotes sexual confidence

Anja Rubik hopes her new erotica magazine will ensure people stop seeing sex as either “prude or very vulgar”.

The model has editorial control of 25, which she has rebranded ahead of its upcoming issue. She wanted to make the publication sexy while still aiming it at women.

All the images included in the release were shot by women and Anja hopes it will encourage females to be more open about sex.

“It’s all nude! No, I’m just kidding. It’s mainly a fashion magazine, but with an erotic twist. I think it’s balanced quite well. There’s a lot of fashion. The stylists had a lot of liberty to play around with clothes, and there was no list of credits they had to follow or anything like that,” she told

Anja’s inspiration included ‘70s erotica magazine Viva and Playboy from the same period. She also looked to fashion editors for tips on how to tackle making the publication.

“Carine Roitfeld was a big inspiration as well. Fabien Baron is incredible; I think he has an incredible vision, so clean and minimalistic, that influenced the magazine as well. But I didn’t want it to be too clean on the other hand, because the inspiration was the ‘70s, and the magazines in the ‘70s are very far from that,” she said. “It was a bit of a struggle. And I don’t want it to be taken too seriously. There’s a lot in it that has a sense of humor, a wink.”

Anja added she came up with the idea for 25 as sex is usually depicted in one of two ways nowadays – “prude or very vulgar”. She hopes to change that.