When US singer Rihanna was snapped by paparazzi posing nude for a photo shoot, the internet was awash with speculation over which publication had managed to persuade the star to strip.
It turns out it was the legendary French magazine "Lui", seen as the Gallic answer to Playboy.
A photo of the singer, posing topless, was plastered on the front cover of the magazine that was re-launched last September, almost two decades after the magazine closed down, due to poor circulation figures.
Various other pages in the magazine are dedicated to Rihanna which include images of her posing semi-naked.
French soft porn magazine Lui made a bold reappearance on the shelves of French kiosks last September, almost two decades after the magazine closed down in 1994 due to poor circulation figures.
When the magazine was re-launched its editor Frederic Beigbeder said it would not just be for male eyes, suggesting that it would not just be full of photos of naked women.*
“At the start with its big names, Lui was a cultural and intellectual excuse to buy photos of naked women,” he explained. “Today we're doing the opposite given that there are naked women everywhere.”
The latest shoot suggests magazine chiefs have reverted to their previous, tried and trusted editorial policy.