Playboy has returned to print with a relaunch that seeks to pair its traditional nude imagery with “prestige” editorial content and storytelling. An expert says the celebrity-led strategy will face a credibility test as the brand tries to distinguish itself in an era dominated by platforms such as OnlyFans.

The revival comes more than 70 years after Hugh Hefner founded the magazine, with the publisher aiming to modernise a well-known but controversial brand. Its challenge is to attract attention through high-profile names while convincing audiences that it offers more than content now widely available online.