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‘Naked is normal,’ it reads,” reported The New York Times.

“In a nod to the end of its experimentation, Playboy’s new issue features a blaring headline on the cover, with a letter artfully placed over part of a topless model. The cover of the first “back to nudity” Playboy, for March / April 2017, featuring “Miss March” Elizabeth Elam, proclaims that “Naked is normal,” and most of the articles written about it swallow that bold statement whole. Today we’re taking our identity back and reclaiming who we are,” he said. “Nudity was never the problem because nudity isn’t a problem. Playboy founder Hugh Hefner’s son Cooper, who came to the business as chief creative officer last year, was publicly critical of the decision, saying, at the time, “What the hell is the company doing?” and referring to the nudity as part of the magazine’s “DNA.” Two weeks ago, amid reports that the magazine was shedding subscribers, the younger Hefner issued a statement on Twitter saying that Playboy was bringing nudity back after less than a year. But Forbes, who hailed the change for… changing, suggested that the business no longer favored so much skin.

The reasoning at the time, as founder Hugh Hefner wrote, was that our world “bears almost no resemblance” to the one in which the magazine was born in 1953. Last October, Playboy announced that it was going to rid itself of its most prevalent, and seemingly valuable, feature: the nudes.