VMLY&R: The last ever issue

VMLY&R bought the most iconic porn magazine in Poland, then published its last edition to transform the narrative for women everywhere.

For 27 years, Your Weekend - one of Poland's longest running and most read adult magazines - reduced women to sex objects.

In December 2018, when it was up for sale, VMLY&R Poland bought it immediately.

They used this purchase as an opportunity to challenge the culture of sexism and gender inequality that the magazine had contributed to building. VMLY&R transformed Your Weekend into a conversation-sparking, ground-breaking magazine that promoted diverse and progressive narratives of femininity.

Teaming up with Wavemaker and Gazeta.pl, their client and leading Polish news portal, alongside Mastercard and BNP Paribas – two brands with a long-term commitment to empower women – VMLY&R created the magazine’s last issue, before shutting the magazine down entirely.

Published on International Women’s Day, VMLY&R kept the regular sections and columns but reimagined the content around sexual education, gender portrayal, equal rights, sexism, and more. It was the symbolic end of an era, and a spectacular beginning for a much-needed national conversation.