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It wasn’t too long ago that Kate Lanphear announced she was taking over Maxim, the men’s magazine that would often have scantily clad babes on the cover with headlines such as “Tongue Twist Her.”

But now the new look is here, and it’s remarkably subtle. So subtle, it seems almost sexier. The headline reads, “Come Closer,” which is much more nuanced and come-hither than the magazine’s previous efforts (“Tongue Twist Her” was somehow relevant to Lucy Lawless and Xena). And instead of relying on a woman in a wet tank top and wet underwear, the cover image is a close-up of Candice Swanepoel’s face. And she looks absolutely breathtaking.

It’s so different, right? And, like, appealing? And just so you know, it was Kate’s idea – a new take on what Maxim has come to represent. And that’s sex. She told The Cut“I think it speaks to our ideas about desire and sexuality, not shying away from that. You don’t see almost anything but Candice’s gorgeous face and how hypnotic her eyes are. I think that speaks to how surprising and challenging sexiness is.”

But in case you need a reminder about how much this is a twist for the brand, here are some reminders of what Maxim was (and also take a look at what it is now):