Polish Model Anja Rubik at the 2012 Cannes Film Festival

On the main concept behind the magazine 25 which was relaunched on Wednesday night, May 22, 2012, in an interview with Oyster Magazine Rubik said;

"I love this magazine from the late 60s, early 70s, called Viva, which was a Penthouse publication for women. It was very erotic, very sensual and I was looking through it and thinking, “What happened to erotica?” because, now, the whole idea of erotic sensuality has disappeared and the approach to sex and nudity is very awkward — either it is really ‘cool’ or really trashy. So we decided to bring the idea of erotica in the 70s back to life. I also wanted the magazine to be about very ambitious, very strong women and so I started looking at people in my field — especially the photographers who are so incredible — but I started thinking that there are so few female photographers; so I worked with many female photographers. And the issue is about very strong women, very ambitious; she does what she wants and she is comfortable with her sexuality."