Editor’s Note: This retrospective on sex and PLAYBOY was written by Playboy Club Creator Griffin Maria.

There are few brands as instantly recognizable as PLAYBOY. For decades, the iconic bunny has been a promise, a temptation, and a key to unlocking something inside of us. It’s a Rosetta Stone that teaches a common language.

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A storied history

The magazine itself has been at the forefront of social change, a guidepost to style, a barometer for culture, and of course a stage for some of the most beautiful women to be seen. Like all things, PLAYBOY has evolved over the years. It has always been a reflection of our world, but as a brand new magazine goes to print for the first time in several years, the question must be asked: what is PLAYBOY?

It’s a fair question, and a timely one, too. I think the answer is likely to vary depending on exactly who might be answering the question, but I’ll give you my two cents. And for what it’s worth, I’m not just a casual fan or model with stars in her eyes.

I began my PLAYBOY collection when I turned 18. At first, just like every guy I know, I was drawn to the Playmate pictorials with hopes of finding inspiration for my own photo shoots. But even in the early days of my collecting, I became fascinated with the breadth of topics covered in the articles. The more I read, the more I loved what I was seeing between those covers. I watched documentaries on PLAYBOY, read through the history and biographies of the movers and shakers who brought the brand to life, and through all of that, a very powerful statement began to emerge.

During the recent search for new Playmates, the question of “What is PLAYBOY about?” was asked often. “PLAYBOY is about empowerment,” or “PLAYBOY is about freedom,” were common responses, and although those aren’t necessarily wrong, they don’t quite do it justice. Ultimately, I think these answers are too safe. They might be true to a degree, but they’re only symptoms of the truth, not the truth itself. The actual answer, when you think about it, is pretty obvious.

What even is PLAYBOY?

PLAYBOY is about sex.

From its very inception, PLAYBOY has opened up the conversation about sex; normalizing our desires and providing a platform where it’s finally okay to have that discussion. Sex is a driving force behind our very nature. It’s everywhere, but despite that fact, our society often makes it seem shameful or embarrassing. Consider the era in which the magazine was launched—America had never even seen a married couple share a bed on television!

And although the subject may have been taboo, it’s not like our fascination with sex was anything new. Our desires, kinks, and fantasies were safely tucked away from “polite” conversation, but they were still there, implied by a sly wink or locker-room joke. Sure, PLAYBOY is about empowerment and freedom, but that stems from Playboy allowing us to claim our sexuality and own it.

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When you dig into it, so many aspects of our lives are driven by sexual instinct. It comes through our personal style, attitudes, interests, and of course our personal relationships. Where parts of our society would have us shun that aspect of our personality, PLAYBOY encourages us to explore it.

PLAYBOY allows us to celebrate sex by exploring the very things that turn us on. The Playmate has long been a sexual symbol, but this iconic status really extends to just about everyone who has graced the pages of the magazine. As a reflection of our society, it showcases what our culture finds sexy in what amounts to something like a time capsule.

Playboy: never out of style

Throughout the years you can chart changes in grooming habits, body types, hairdos, and even the photography style itself. The aesthetic has changed over the years, evolving with the times, but the idea remains the same: sex is all around us, and it’s something not only to be embraced, but something to be celebrated.

Although critics might argue that the photos found in the magazine exploit a woman’s body, in truth I believe it to be the complete opposite. PLAYBOY showcases not just beauty, but the power a woman holds. This isn’t defined solely by the physical form, but by so much more. There’s something confident and commanding in the gaze of a Playmate. “Sexy” is a combination of things from the obvious to the subtle, and PLAYBOY has long been a reminder of this fact.

PLAYBOY didn’t become the iconic magazine that we now know overnight. It took years. Decades of work went into building this brand, and many of the obstacles along the way likely seemed insurmountable at times. But the outrage, pearl-clutching, and finger wagging by extreme groups and ultra conservatives ultimately shed even more light on the topic of sex. It’s never been an easy subject, but that’s exactly why it needs a home. PLAYBOY has known all along that we share these desires, these thoughts, and these fantasies. They simply gave us a sandbox in which to let them all play.

And that’s what PLAYBOY is all about.

Griffin Maria is on The Playboy Club. Talk to her now.