Playboy has a new Chief Creative Officer, and the legendary magazine is out to re-claim its former glory.

In October 2015, the company, under the leadership of founder Hugh Hefner, had announced a change of strategy, saying it would stop posting fully nude photos.

Hugh is 90 now though, and his 25-year old son, Cooper, is now in charge of the company. In his first move as Chief Creative Officer, The new Hefner is bring nudity back.

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“I’ll be the first to admit that the way in which the magazine portrayed nudity was dated, but removing it entirely was a mistake,” Cooper poster on Twitter. “Nudity was never the problem because nudity isn’t a problem. Today we’re taking our identity back and reclaiming who we are.”

The first edition to return to nudity would be the March/April 2017 issue, and it bears the headline: “Naked is normal.”

Elizabeth Elam for Playboy

The nudity isn’t going to be racy like other erotic magazines, and the magazine is also now targeting female readers.

Future issues of Playboy will feature “breasts and butts, but not full frontal nudity that had typified the earlier incarnation,” The New York Post reported Monday.

It’s certainly a new dawn at the Bunny.