Sex, drink, football: the legacy of lads’ mags – by the women who (mostly) loved working for them

Loaded and other publications of its ilk were part of a 1990s lads’ mag boom, but by the 2010s many were no longer in print. Composite: Alamy, PA

In May 1994, Loaded ­magazine published its first edition, with the tagline: “For men that should know better”. Actor Gary Oldman was the cover star and the headline read: “Super lads”. With its heady mix of gonzo journalism, pub humour and knockabout swagger, the magazine was a hit.

In the first issue of Loaded, editor James Brown set out his vision: “Loaded is a new magazine dedicated to life, liberty and the pursuit of sex, drink, football and less serious matters.”