LOS ANGELES – November 18, 2024 – Playboy announced today its partnership with Pure, a safe space where sexual desires are normalized and accepted, as the brand’s official dating app. This collaboration brings together two brands with a shared mission to celebrate freedom, openness, female empowerment and the exploration of pleasure.
Pure is a Berlin based dating app led by CEO Olga Petrunina who is a prominent advocate for sexual liberation and self-expression. Olga practices what she preaches: she believes in breaking down societal taboos around dating and sharing her own personal stories about relationships, travel and sexual freedom. Olga brings her own experience of using Pure to build the product, where people are enjoying their sexuality. Through her leadership, Olga has fostered a community to embrace their desires, explore identities, and own their pleasure — all values deeply rooted in Playboy’s philosophy.
“Partnering with Playboy was a natural fit for Pure. We believe the Pure app provides a perfect platform for Playboy’s community to date and connect with people who share the same values and seek pleasure” – Olga said.
As the official dating app, Pure and Playboy will bring their communities together and continue to create a safe and inclusive platform offering genuine human connections to thrive. By fostering an environment built on openness, mutual respect, and shared values, Pure empowers its members to explore meaningful connections without judgment. It’s a space where people come together to celebrate their individuality, express their desires, and build relationships.
Through this collaboration, Pure and Playboy are teaming up to redefine the narrative around sensual hedonism and artistic exploration. This dynamic collaboration will kick off with an immersive event at Art Basel Miami, marking the beginning of the partnership between the two brands. On Thursday, December 5th, Hyde Beach at the SLS Hotel South Beach will transform into an alluring haven of art, music, and provocative storytelling. This kickoff event will embody the ethos of both brands, celebrating openness, creativity, and the power of self-expression. The evening will feature an immersive, multimedia group performance titled Heartbondage by celebrated artists Mitya Staev and Marion Crampe.
Additionally, Playboy will produce engaging content for Pure, featuring dating tips, relationship advice, and guidance from Pure’s own experts, all crafted to help individuals feel confident, fulfilled, and in control of their dating lives.
Together, Playboy and Pure are redefining what it means to date confidently and intentionally, encouraging all users to embrace their desires and feel empowered in their choices to find a match through the same turn-ons and relationship goals. Dating on Pure is brutally honest, dynamic and bold. For more information and to sign up, visit pure.app.
About PLBY Group, Inc.
PLBY Group, Inc. is a global pleasure and leisure company connecting consumers with products, content, and experiences that help them lead more fulfilling lives. PLBY Group’s flagship consumer brand, Playboy, is one of the most recognizable brands in the world with products and content available in approximately 180 countries. PLBY Group’s mission—to create a culture where all people can pursue pleasure—builds upon over 70 years of creating groundbreaking media and hospitality experiences and fighting for cultural progress rooted in the core values of equality, freedom of expression and the idea that pleasure is a fundamental human right. Learn more at www.plbygroup.com.
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