Welcome to Re-Brand Britney says SpaceTM's Joe

Ms Spears, as you probably already know, has had a troubled 18 months, what with head shavings, child custody cases etc etc. However, her team are clearly hoping to put this behind them using the magic medium of DESIGN.

Evidence #1 is the cover of her new album Circus, out on Monday.


There are several reasons why I think this is genius:

Look at the dress and the hair. Britney is playing a role, she's in character, although it's a character that feels strangely familiar (remember those same doe eyes from Hit Me One More Time?). She's telling us she's no longer "that" person – the one that went spectacularly off the rails – whilst at the same totally undermining that message thanks to the arch title of the album (after all, last year her life was a circus) and the graphics/lettering which all scream "show time!"

It some respects, this only goes to perpetuate the idea that she isn't a real person, like you and I, but something to be objectified. An entertainment – albeit one that sings and dances, rather than shows themselves up on the street.

The question is – Britney, are you in on the joke, or not?