Thirty years ago, Loaded magazine was launched, a publication that some argue defined 1990s lad culture.
Known for its irreverent humour, celebrity interviews, and raunchy photos, Loaded became a phenomenon, reaching a peak circulation of over 400,000 copies per month. It even won the coveted title of Magazine of the Year twice during its heyday.
Tim Southwell, co-founder of the magazine, reflects on how the publication had a “seismic impact on the 90s.”
He recalls the magazine as a part of the cultural wave that brought Britpop, Cool Britannia, and a newfound national swagger.
“The readers had this empathy, and they were part of a big national gang,” he says, highlighting the magazine’s connection with its audience.
Before settling on the name Loaded, Southwell and his fellow creators, James Brown and Mick Bunnage, considered titles like Rogue and The Right Stuff.
But Loaded, a title “loaded with meaning,” was chosen in 1994.
The magazine quickly gained attention, with its provocative photos of scantily-clad women often drawing criticism.
Despite the controversy, Southwell says Loaded was “a massive celebration,” filled with hedonism and a sense of freedom.
He fondly remembers the carefree nature of the magazine’s creation: “We were basically paid to go out and have a good time.”
In a BBC documentary, Loaded: Lads, Mags and Mayhem, Southwell reminisces about an era where celebrities and magazine staff mingled freely.
His favourite memory? Playing tambourine in Paul Weller’s band, a moment that, for him, symbolized the height of Loaded’s success.
While Loaded continued in print for over two decades, it eventually shifted online in 2015 as trends and times changed.
Nevertheless, the magazine remains a cultural icon, representing a unique chapter in publishing and youth culture.
Southwell, looking back on the magazine’s legacy, states, “I think the spirit of Loaded would be appreciated today. But the world is a very different place. I’m really proud of that connection it had with people.”
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