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Loaded: Lads, Mags and Mayhem

Launched 30 years ago, Loaded magazine epitomised the 90s in its irreverence and appetite for hedonism. But how did it stand up to pressure to put more 'sexy babes' on the cover?

In 1994, editor James Brown spotted an opportunity to create a general interest men's magazine in a world fixated on yuppies and the new man. With a team of bucky young hopefuls, they birthed Loaded, a magazine that went on to define the lad culture of the 90s.

The magazine quickly became a cultural phenomenon, offering a blend of irreverent humour, gonzo journalism, celebrity interviews, sports and jaw-dropping images, tapping into the aspirations, interests and rebellious attitudes of young men, and capturing a hedonistic lifestyle characterised by excess, humour and indulgence. And the women’s equivalent, ‘ladettes’, were not far behind.

But as they hurtled towards the end of the century, the realities of lad culture took hold, with drink, drugs and bravado rearing their ugly heads. Lads' mags were born, driving the pressure to compete with 'sexy babes' on the covers. The women who had felt empowered were now being asked to strip for the magazines.

Featuring candid interviews from those in the engine room of the magazine, as well as those who were watching on from the outside – Irvine Welsh, Gail Porter, David Baddiel, Katie Puckrick, Miranda Sawyer and Miki Berenyi.

Release date:

1 hour, 28 minutes

On TV

Next Friday 21:00

Credits

Role Contributor
Consultant James Brown
Consultant Tim Southwell
Director Gussy Sakula-Barry
Producer Jessica Brady
Executive Producer Will Anderson
Executive Producer James Bluemel
Editor Toby Clarkson
Editor Florence Kennard
Production Manager Louise Vitols
Production Company KEO Films

Broadcasts