In the 1970s, Viva shattered taboos and redefined women's media. Created by Bob Guccione and led by trailblazing female editors, it was the first erotic magazine made for women-an audacious blend of sexual liberation, high fashion, literature, and art. At a time when women's desire was still whispered about, Viva spoke loudly, acknowledging female sexuality as powerful, complex, and worthy of exploration.
