New York: Viva International Ltd., 1974. Quarto, publisher's photo-illustrated wraps.
March 1974 issue of international women's magazine Viva. Published by Guccione and his wife Kathy Keeton, this "women-run" monthly aimed to tap into women's carnal, rather than self-reflexively superficial, desires. Published under the Penthouse umbrella, the magazine appealed to second wave feminists by challenging conceptualizations that women are uninterested in the visual representation of explicit sex, staging eroticized presentations of male nudity. Although Guccione was nominally the mastermind behind the mag, British editor Gay Bryant (credited with coining the phrase "glass ceiling") wrote a 50-page outline proposing an erotic, general interest magazine for women, which Guccione then adopted with a few furnishings of his own. Slick and graphically striking, the publication also sought mainstream legitimacy by accompanying its centerfolds with investigative journalism, essays, fiction and interviews with high-profile writers and creatives such as Maya Angelou, Norman Mailer, Joyce Carol Oates, Anaïs Nin, Joan Baez, and many more. Notably, Vogue’s Anna Wintour was the fashion editor when she was only 26 years old. Wintour’s unauthorized biographer Jeffrey Oppenheimer has commented on her time there (which she rarely discusses): "Anna was no prude, but she felt like she was working in a sewer. The whole place was pornographic, and here was this very proper, very pretty young Brit with aspirations of running Vogue virtually surrounded by glossy photos of big boobs." Wintour may not be a fan, but we are! Light soiling and edgewear. Near fine. Item #6019