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."
