Playboy Adds Visionary Photographer Alana O'Herlihy to Judging Panel for "The Great Playmate Search"

Rhea-AI Summary

Playboy (NASDAQ: PLBY) has announced renowned photographer Alana O'Herlihy as the newest judge for "The Great Playmate Search," a global digital casting competition. The contest will select a 2026 Playmate of the Month and an inside cover star for Playboy Magazine's relaunch.

The competition features two categories: The Playmate Pictorial Competition winner will receive a $25,000 prize, a professional photoshoot, and various commercial opportunities including royalties from a PSD collection. The Inside Cover Competition winner will earn $15,000 and similar partnership benefits. Fan voting begins October 1st, 2025, with the top 50 contestants advancing to the judge panel review.

Positive

• None.

Negative

• Paid voting system could limit contestant reach and accessibility
• Success depends on uncertain fan engagement and voting participation

News Market Reaction

-3.73%

2 alerts

-3.73% News Effect

-9.5% Trough Tracked

-$7M Valuation Impact

$173M Market Cap

0.5x Rel. Volume

On the day this news was published, PLBY declined 3.73%, reflecting a moderate negative market reaction. Argus tracked a trough of -9.5% from its starting point during tracking. Our momentum scanner triggered 2 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $7M from the company's valuation, bringing the market cap to $173M at that time.

Data tracked by StockTitan Argus on the day of publication.

LOS ANGELES, Sept. 15, 2025 /PRNewswire/ -- Playboy, Inc. (Nasdaq: PLBY) (the "Company" or "Playboy"), a leading pleasure and leisure lifestyle company and one of the most recognizable and iconic brands in the world, today announced that Alana O'Herlihy — photographer, director, and digital provocateur — has joined the judging panel for The Great Playmate Search, Playboy's global digital casting competition to discover a 2026 Playmate of the Month and inside cover star as part of the brand's highly anticipated relaunch of Playboy Magazine.

O'Herlihy, who has been described as "Hollywood's illegitimate daughter," is a multi-hyphenate artist and cult starlet behind the camera. Known for blurring the lines between Old Hollywood gloss and cybernetic chaos, her lens has captured icons such as Bella Hadid and Miley Cyrus while also crafting a distinct world of her own.

Her work has appeared on the covers of Vogue, Pop Magazine, and Rolling Stone, with campaigns for Helmut Lang and music videos that feel like rituals disguised as glitches in the matrix. As the founding artist of AOH Studios, she continues to expand her practice across photography, film, and publishing — including the upcoming release of her self-portrait book I Used to Be Cool.

O'Herlihy joins an esteemed panel that includes legacy Playmates Shanna Moakler, Daphnée Duplaix, Summer Altice, Brande Roderick,and Gillian Nation. Together, the judges will review the finalists chosen through fan voting to help determine the winners of the competition.

Two winners will be selected from the competition. The Playmate Pictorial Competition winner will be featured as a Playmate of the Month in the Spring 2026 issue of Playboy, with a full pictorial photographed by O'Herlihy.

Aspiring creators can currently register at Playboy.com to apply. Contestants will be voted on by their fans, with the final 50 advancing to appear before the panel. Fan voting officially opens October 1st, with one free vote per day and additional paid voting options available to boost contestant visibility and unlock exclusive content. The winner will also receive a $25,000 cash prize and an all-expenses-paid professional photoshoot with O'Herlihy, inclusion in the official 2027 Playboy Calendar, one year of premium Honey Birdette lingerie (a new set each month), signature modeling opportunities with Playboy partners — including Honey Birdette, Playboy Shop, and PSD — and the creation of a personal signature PSD collection featuring a dedicated photoshoot, name and photo on a signature product, 10% royalties on all units sold, and placement across PSD's network channels. The Playmate Pictorial winner will also receive VIP access to PSD events.

The second competition, the Inside Cover Competition, will award the winner a feature on the inside cover of an upcoming issue of Playboy, also shot by O'Herlihy. This winner will receive a $15,000 cash prize, one year of Honey Birdette lingerie (12 premium sets), modeling opportunities with Playboy partners, a personal signature PSD collection with royalties on all sales, and exclusive VIP event access. The 20 runners-up in this competition will also receive a Honey Birdette lingerie set with a retail value of $350.

About Playboy, Inc.
Playboy is one of the most iconic and globally recognized lifestyle brands, with a 70-year legacy of shaping culture, sparking conversation, and redefining pleasure. From its origins as a groundbreaking magazine, Playboy has evolved into a global pleasure and leisure company, connecting audiences worldwide with products, content, and experiences across entertainment, hospitality, fashion & lifestyle, sexual wellness, and consumer goods.

With offerings available in approximately 180 countries, Playboy continues to build on its mission: to create a culture where all people can pursue pleasure. This vision is rooted in over seven decades of pioneering media, hosting legendary experiences, and advocating for cultural progress driven by the core values of equality, freedom of expression, and the belief that pleasure is a fundamental human right.

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SOURCE Playboy, Inc.

FAQ

When does voting begin for Playboy's Great Playmate Search 2025?

Fan voting officially opens on October 1st, 2025, with one free vote per day and additional paid voting options available.

What is the prize package for PLBY's 2026 Playmate of the Month winner?

The winner receives a $25,000 cash prize, professional photoshoot with Alana O'Herlihy, year of Honey Birdette lingerie, modeling opportunities, and a PSD collection with 10% royalties.

Who are the judges for Playboy's 2026 Playmate Search?

The judging panel includes photographer Alana O'Herlihy and legacy Playmates Shanna Moakler, Daphnée Duplaix, Summer Altice, Brande Roderick, and Gillian Nation.

How many winners will be selected in PLBY's Great Playmate Search?

Two winners will be selected: one for the Playmate Pictorial Competition (Playmate of the Month) and one for the Inside Cover Competition.

How can contestants apply for Playboy's 2026 Playmate Search?

Aspiring creators can register at Playboy.com. The top 50 contestants chosen through fan voting will advance to the judge panel review.