Rebranding an American icon for a new generation. Playboy was at a crossroads—its legacy as a cultural tastemaker was fading, and its relevance in modern pop culture, especially post-#MeToo, was increasingly challenged. Over the course of a long-term collaboration, I led a comprehensive repositioning and global rebranding of the company—retaining elements that longtime fans loved, while evolving its identity to engage a new, more diverse audience and generation. Working from cultural, market and strategic insight, I helped shift Playboy’s perception from outdated hedonism to progressive, sex-positive fashion and lifestyle brand. We identified subcultures—skaters, musicians, artists, and fashion influencers—who were already flirting with the brand’s visual codes and gave them center stage. I crafted a brand narrative that shifted the focus from outdated tropes to progressive, inclusive values—amplifying relevant voices. I led all aspects of creative execution, from strategy to campaign rollout, including a major shift to “non-nude” content, authentic storytelling through female photographers, and unretouched models. I developed new brand guidelines, campaign toolkits, and content strategies, while leading collaborations with artists, influencers and celebrities. This repositioning unlocked major partnerships with cultural leaders like Supreme, Marc Jacobs, The Kooples, Joyrich, and Burton, and helped reintroduce Playboy as a credible, forward-thinking brand embedded in streetwear, art, and youth culture.