The infamous men’s magazine Playboy has recently announced its upcoming launch of a Latino version.

Playboy Enterprises and Arbol Publishing, the second largest Latino publishing company in the U.S., are collaborating to create Playboy Latino, a bi-monthly, subscription-based magazine. It is set to launch in December of this year.

The new Latino-focused magazine will have content primarily in Spanish and will feature a “mix of original content (from the original Playboy), as well as pictorials and articles from the Playboy archives that will be repackaged for a Latino audience,” according to the Playboy Enterprises website.

“We are thrilled to begin publishing Playboy Latino for the fast-growing US Latino and Spanish-speaking market,” said Playboy Latino Publisher and Editor-in-Chief Edgardo Iorio in a statement. “The past 30 years have produced a significant shift in the US demographic and a new generation of Spanish speaking consumers has emerged. Playboy Latino will provide this fast-growing population with an entertaining platform to share their accomplishments, views and interests in the arts, sports, political and business world.”

I acknowledge and commend big companies like Playboy for finally starting to pay attention to the Latino market, but this is just going down an unnecessary path. The creation of this new magazine seems like another way to put even more emphasis on the highly sexualized Latina stereotype that is already all over mainstream media.

Nothing about Playboy says “empowerment of women.” Yes, the women featured in their magazines willingly pose for them, or strive to be a Playmate, but they are still just simply seen as objects of a man’s desire. Playboy Latino will now just objectify women of different skin colors, culture and language.