Italian sports magazine SportWeek is receiving applause from LGBTI allies around the world for its groundbreaking new cover, which shows two gay rugby players locked in a kiss.
The players, Stefano and Giacomo, are a couple who play for Libera, which describes itself as Italy's first gay-friendly rugby club.
The magazine says the cover is an effort to challenge homophobia in sports, which it describes as the 'last taboo'. And it's caused quite a stir.
"The audacity of normality. Applause to @SW_SportWeek for the cover."
"I am not afraid. It is Italy that is afraid, and it's fear and ignorance that generates homophobia."
Ancora onore e gloria a La gazzetta e alla sua rivista SportWeek che racconta la bella storia di LIBERA RUGBY pic.twitter.com/67SL5vAFLw— Flavio Soriga (@flaviosoriga) July 12, 2015
"More honour and glory to La Gazetta and its magazine SportWeek for telling the great story of LIBERA RUGBY"
"Changing our imagination is a necessary step; thanks to @SW_Sportweek for a great cover!"
While many praised the magazine for its strong supportive stance, the decision also attracted a backlash, with some fans accusing it of being 'conformist' and 'siding with fashion' while others on Twitter responded simply with expletives.
The reactions - both positive and negative - show just how necessary and powerful such an intervention is in a country that's long been polarised over same sex relationships and homophobia.
LGBTI Italians have few protections from discrimination - and Italy is the only country left in western Europe that provides same-sex relationships zero legal recognition. But that could be about to change, with the Italian parliament recently passing a motion that could see civil unions introduced in coming months.