This is a first for Maxim...
Maxim's September issue is breaking tradition with donning a man on the cover. Though Maxim is traditionally an international men's magazine, there has never been a cover that didn't have a very attractive woman wearing close to nothing. Boobs, side boob, skimpy bikinis, lingerie, and sex appeal have always been a large selling point for Maxim however the magazine is currently going under a major makeover. With feminism on the rise, many believe Maxim made the move to promote feminism with the absence of a woman. Hmm...
Idris Elba is the first man to be on the cover of Maxim in the magazine's history.
Maxim is currently under new supervision by newly introduced editor-in-chief, Kate Lanphear. She was formerly the director of T: The New York Time's Style Magazine bringing a whole new twist on Maxim's future. She's done with objectifying woman and has completely reinvented the magazine to make her subjects classy, stunningly visual, and on the cutting edge of fashion.
Lanphear had a few words about her decision to have Elba on the cover, “It just makes sense to have a man in fashion on the cover. For me, [Elba] was really the perfect embodiment of what I think the new Maxim man is."
“He’s multidimensional, he’s complex, he’s sophisticated, but he’s down to earth. It was funny when on set, I was like, ‘Is there anything this guy can’t do?’ He’s an award-winning actor, he’s a DJ, his capsule clothing line for Superdry is about to hit stores. The guy broke the [British] land speed record, which hasn’t been touched since like 1928. He’s sort of a living, breathing superhero.”
Her new changes must be working because numbers are proving her correct.
Her ad pages are soaring, 143% more than last year. After a recent poll on Maxim, 70% of voters said that they preferred Maxim's new look. With the print industry taking major hits due to technological advances, it's no surprise that Maxim is finding an alternative way to maintain and attract viewers back to the magazine. However, so far, it's been for the better.