Loaded: Lads, Mags & Mayhem

In 1994, editor James Brown spotted an opportunity to create a general interest men’s magazine in a world fixated on yuppies and the New Man. With a team of bucky young hopefuls, they birthed Loaded, a magazine that went on to define the lad culture of the 90s.

It quickly became a cultural phenomenon, offering a blend of irreverent humour, gonzo journalism, celebrity interviews, sports and jaw-dropping images. It tapped into the aspirations, interests and rebellious attitudes of young men, capturing a hedonistic lifestyle characterised by excess, humour and indulgence. And the women’s equivalent ‘ladettes’ were not far behind.

But as they hurtled towards the end of the century, the realities of lad culture took hold, with drink, drugs and bravado rearing their ugly heads. Lads mags were born, driving the pressure to compete with sexy babes on the covers. The women who had felt empowered were now being asked to strip for the magazines.

Featuring revealing and candid interviews from those in the engine room of the magazine, as well as those who were watching on from the outside – Irvine Welsh, Gail Porter, David Baddiel, Katie Puckrick, Miranda Sawyer and Miki Berenyi. This documentary charts the rise – and fall – of a magazine that came to define the voice of the 90s.

Directed by Gussy Sakula- Barry, Exec Produced by James Bluemel and Will Anderson. Commissioned by Mark Bell. A KEO Films production for BBC Arts.