Even before she had changed into a puffer coat with built-in gloves by Alaia, the performance had become more than a half-time set. Here was a woman, returning to work for the first time since having a baby, converting this entertainment into a tightly controlled but highly visible moment. Rihanna made more than just a fashion statement. She took ownership of her body, and she did it in real-time.
"Not many women have shapeshifted quite as successfully as Rihanna," says Mark Borkowski, a PR consultant and author. "But when it comes to motherhood, it's something that empowers celebrities in the eyes of the public because it makes them seem more human, especially when so many of them have spent their career having to preserve themselves into the photogenic ideal."
It helps, too, that the pop star's pregnancy was revealed at the Super Bowl, an event watched by more than 200 million people, making it as much a lucrative billboard for brands as it is a sporting event. One fast-fashion brand paid $14m (£11.5m) for two adverts to be aired during the event.
この記事は The Guardian の February 14, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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この記事は The Guardian の February 14, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
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