PLAYBOY has named model Gillian Nation as its 2025 Playmate of the Year, marking a major milestone as the brand makes its return to print.
Nation, who was discovered during Playboy's nationwide Bunny search, now joins an iconic lineage of women who have helped define the brand's legacy.
In an exclusive statement to DesignRush, PLAYBOY Magazine Creative Director Smiley Stevens shared her thought process going into the publication's new creative direction:
"My main goal was to strike a balance between paying homage to the publication's legacy while bringing it into the current moment, as well as celebrate feminine beauty through an authentic, respectful lens."
"I immersed myself in the Playboy archives, studying decades of pictorials, layouts, and editorial choices. I wanted to reference the magazine’s most iconic visual moments while weaving them into our contemporary landscape."
Get to know Gillian Nation, Playmate of the Year. Watch for her full interview coming soon to YouTube. pic.twitter.com/yHmme4qB9I
— Playboy (@Playboy) February 12, 2025
Since 1960, the Playmate of the Year title has been awarded to standout models who embody confidence, beauty, and timeless appeal.
According to Stevens, her goal was to reference PLAYBOY's iconography while adding a modern touch. Because of this, pictorials were customized to accentuate the uniqueness of each model.
"For example, when conceptualizing the Playmate of the Year shoot, I didn't just place her in a set that looked beautiful — I wanted it to feel true to her. Gillian grew up riding horses in Montana, and that became the foundation of her pictorial."
"Ultimately, this issue of Playboy was meant to serve as a bridge between eras — paying homage to the magazine’s history while reflecting the evolving perspective of today’s audience."
This approach focuses on authenticity and individuality as key drivers of modern storytelling and purpose-driven branding, enabling PLAYBOY to build a new emotional connection with a new generation of readers.
Making an Entrance
Making her first official appearance as Playmate of the Year at the Big Game Weekend party in New Orleans, Nation showed up in a custom, diamond-studded Playboy Bunny Costume valued at $10 million.
The one-of-a-kind ensemble was designed by Kali Hawk, founder and creative director of luxury brand H.CROWNE.
Fans can follow Nation's journey through exclusive behind-the-scenes content on PLAYBOY's Instagram channel, where they'll get an inside look at her transformation and upcoming activities.
With the brand's highly anticipated print revival, Nation's selection signals a new chapter for PLAYBOY — one that embraces modern femininity while celebrating its iconic past.
PLAYBOY's selection of Nation also aligns with its strategic brand relaunch, tapping into nostalgia while embracing contemporary shifts in print and digital publications.
By tying the announcement to its print revival and leveraging high-profile events, the brand reinforces its legacy as a way to capture new and younger audiences.
From Rural Roots to Runways
The 27-year-old model brings a unique mix of small-town charm and Hollywood glamor to PLAYBOY.
Raised on a remote farm in Montana, she was home-schooled in an environment that fostered creativity and independence.
Now based in Los Angeles, Nation has built an impressive career working with major brands like GUESS and CoverGirl, as well as gracing the covers of PLAYBOY Mexico and Treats.
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Outside of modeling, she enjoys playing the piano and journaling.
With her diverse experience and undeniable presence, Nation brings a fresh yet timeless energy to PLAYBOY, embodying both the brand’s evolving vision and its enduring allure.
Last month, PLAYBOY announced its print return with Lori Harvey, the publication's first cover girl in five years.
