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.
Bu hikaye The Guardian dergisinin February 14, 2023 sayısından alınmıştır.
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Bu hikaye The Guardian dergisinin February 14, 2023 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
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