Have lads' mags finally learned to respect women?
The relaunch cover of Loaded doesn't contain any nude lady pictures, and their new look isn't a one off. Hallelujah!
According to The Evening Standard, a spokesperson from Simian Publishing, which took over Loaded late last year, said they'd made a conscious decision to remove naked women from their covers.
"We’re going to be far more discerning and sophisticated from now on," they said.
Loaded have added some extra clothing inside the mag too. The latest edition features a Q and A with actress Olympia Valance - she's fully clothed and is celebrated for her talent, rather than just her body.
And there's more good news - Loaded isn't the only lads mag cleaning up their act.
Stuff magazine will also be moving away from 'traditional cover girl' exteriors.
Stuff's editor-in-chief Will Findlater said: "Stuff was launched in 1996 at the peak of the lad mag era. The covers used to help our position on the newsstand but our research tells us this is no longer the case."
So what's wrong with a few boobies on a few glossy pages?
Speaking to HuffPost UK Lifestyle, public engagement lecturer B.J. Epstein said: "Sexualised images of women are harmful to both men and women.
"Women are more than their bodies but if they are only depicted in the media as scarcely dressed objects to look at and lust over, it's easy to forget that women are full human beings, just as men are.
"This creates a situation where women don't realise that they have all the same skills and choices that men do, and it also makes it hard for men to relate to women in an everyday way."
While campaigners to get lads mags off the shelves in supermarkets may be relieved at this milestone redesign, there is still more work to be done. Take No More Page 3 (NMP3) - the campaign started by Lucy Anne Holmes to get papers to 'drop the boobs'.
Speaking about Loaded and Stuff's decision to update their covers, NMP3 spokesperson Jo Harrison said: "That these magazines that used to use images of female flesh as a stock-in-trade have changed their tune is fab.
"We can speak up if we want change, it doesn't matter if we're customers or not, since the media helps shape the world as much as describe it so mags/papers etc treating the genders equally can only be a good thing and the publications that want to remain relevant will listen."
Although Loaded and Stuff's decision to upgrade their covers is a step in the right direction, B.J. pointed out that more needs to be done to achieve gender equality.
"Many industries, including lad mags, need to be updated to reflect where our society is at today. I question where lad mags are really needed at all.
"Do men and women have such different interests and needs? Why not have, say, magazines that focus on sport or music or gaming or whatever else and that appeal to readers across genders, races, ages, sexualities, religions, etc.? Wouldn't that be novel?"
We're waiting with baited breath to see if The Sun takes note...Suggest a correction