Playmen magazine was founded in 1967 by Adelina Tattilo, mother of 3 and unlikely pioneer in the Italian erotic magazine publishing sector. Initially an imitator of the American Playboy magazine (which was banned in Italy at the time) Playmen soon developed a style of its own, reflecting more European tastes without the exaggerated focus on breasts that Hefner used. Tattilo also chose slimmer and more mature models than Playboy.
In the early years the Italian police would order a mass seizure of the magazine each month, and Playmen rarely lasted more than 48 hours on the newsstands before either being sold or seized. Nonetheless the magazine reached a circulation of 450,000 within four years of its inception, selling at the equivalent of one USD per copy.
Lui (French for "Him") is a French magazine created in November 1963 by Daniel Filipacchi, a fashion photographer turned publisher, novelist Jacques Lanzmann, and Frank Ténot, a press agent and jazz critic.
The objective was to bring some charm "à la française" to the market of men's magazines, also following the success of Playboy in the USA. Lui featured many B-List models and celebrities, but also prominent French actresses such as Brigitte Bardot. From 1972 -2007it was also published in America as Oui.
The magazine was particularly successful from its origins to the early eighties when it began a long decline. It was published regularly until November 1987: there was a further attempt to relaunch the title but the publication ceased again in 1994. It passed to the media group of Michel Birnbaum and became "...a pornographic magazine with episodic dissemination" published every three months. Finally, after purchase by Jean-Yves Le Fur it was relaunched on September 5, 2013 as a "high-end magazine".