As of late, our youtube channels have been bombarded with videos of our once favourite teenage talents ‘twerking’ in as least clothing as possible. Miley Cyrus is the talk of the town at the moment for her risqué behaviour and strained tongue that just doesn’t seem to want to stay in her mouth. Even Britney Spears, the once blonde innocent with a voice that wowed crowds is in on the act with her new song ‘Work B***H’ (need I say any more on that matter?). As each of these videos are released, I’m finding myself cringing more and more, but that was before I set my eyes on Rhianna’s new music video, ‘Pour it Up’, which shocked me for more reasons than one.

Rihanna’s career kick started when her Barbadian influenced voice and goddess style looks were discovered at the young age of 16. With three album releases in just three years, Rihanna became one of the best-selling female R&B singer of our time. Her songs made their way onto everyone’s playlists and she was soon on par with the likes of Beyonce and Madonna. Having recently collaborated with high street brand River Island, Rihanna is on the top of her game. But as her fame has risen, her wardrobe has decreased in size and now she is often seen in minimal clothing that leaves little for the imagination. So although I don’t think I was surprised to see Rihanna’s style in the new video release for ‘Pour It Up’, I was horrified to see which brand she was endorsing.

If you haven’t yet seen the video, let me paint you a little picture. Rihanna is half naked, grinding seductively and distastefully on a throne chair whilst dollar bills fall around her and a female dancer degrades herself on a pole (and that’s a sensitised description). So as I watched the video in disgust by the thought that Rihanna would even allow herself as an idol to tonnes of little girls around the world to sexualise herself on screen, you can imagine my horror when I saw that she is wearing Chanel in the video. I couldn’t believe that the high end brand was supporting such evocative behaviour.

When you think of Chanel you think of elegance, class, sophistication, Parisian style and admirable women such as Audrey Hepburn and of course, Coco Chanel. The brand has worked hard to become one of the most highly respected fashion houses and each year, their seasonal collections continue to stun with new, fresh and timeless ideas. In other words, Chanel is as far from tacky and tasteless as it gets. For these very reasons, I just cannot fathom why the brand would associate themselves with such as erotic music video. We all know the Creative Director of Chanel, Karl Lagerfeld has his own way of doing things and that he has brought a new lease of creativity to the way in which fashion shows are presented and what political values they might represent. We also know that he is very fond of women like Rihanna and Cara Delivigne who are injecting some personality into the fashion industry and telling the world you don’t have to be innocent, dull and boring to be taken seriously in your career. But I don’t think anything will ever justify why Chanel decided to be a part of this gluttonous music video (sigh).

I’ll let you all make up your own mind about Rihanna’s newest display, but for me, I would tell her not to pour it up, but to pour it away.

By Marni Banks

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