Rhianna enters into awkward devil/charity pact

Rhianna - having exhausted the market for Rhianna-themed umbrella memorabilia - is now taking on a new role, as the face of Gucci's new UNICEF range.

Yes, yes, you did read that correctly: Gucci - overpriced way of separating fools and money - are doing a range for UNICEF, which Rhianna will be pushing.

Is it right to be cynical, though? Isn't it a great thing that Gucci is handing over all the cash it makes from exploiting Rhianna and the idea of starving children to try and do some good in the world? Isn't it in the least bit heartwarming?

The Umbrella hitmaker will front the Italian designer's Tattoo Heart range of products. A quarter of all profits made from the line will be donated to the children's charity.

Sorry? What was that? A quarter of profits? So in other words, seventy-five per cent of the profit will stick with Gucci. Is Rhianna comfortable that, in effect, she's promoting a product which pretends to be about helping the disadvantaged, but actually is generating a dollar for a luxury brand for every 33 cents it makes for the starving kids it's using as a marketing tool?