We’ve come so far, yet obviously not far enough. According to an article on Parlour Magazine, Dutch fashion magazine Jackie thought it would be funny to offer its readers advice on how to dress like Bajan princess Rihanna without looking like, what they described as the “ultimate niggerbitch.”

Pause for dramatic soaking in of the ignorance

A quick translation of the article reads:

“She has street cred, she has a ghetto ass and she has a golden throat. Rihanna, the good girl gone bad, is the ultimate niggabitch and displays that gladly, and for her that means: what’s on can come off. If that means she’ll be on stage half naked, then so be it. But Dutch winters aren’t like Jamaican ones, so pick a clothing style in which your daughter can resist minus ten. No to the big sunglasses and the pornheels, and yes to the tiger print, pink shizzle and everything that glitters. Now let’s hope she won’t beat anybody up at daycare.”

Excuse me? “Niggabitch.” “Ghetto ass.” Even a journalism newbie could find more appropriate ways to “joke” about Rihanna and her style without being blatantly racist and offensive. Also, do Jackie readers even listen to Rihanna in their office, because Jamaica and Barbados are two totally different countries. Google much? Where were the folks who were supposed to be doing the editing and approving, how did this slip by them?

Clearly somebody dropped the ball and after the uproar Jackie Editor-in-Chief Eva Hoeke decided to post an apology on the magazine’s Facebook page:

Dear readers,

First: thanks for all your responses. We are of course very fed up over this and especially very
shocked. However I’m glad that we’re engaging in a dialogue on this page — not everybody does
that. Thanks for this. Other than that I can be brief about this: this should have never happened.
Period. While the author meant no harm — the title of the article was intended as a joke — it was a bad joke, to say the least. And that slipped through my, the editor-in-chief’s, fingers. Stupid, painful and sucks for all concerned. The author has been addressed on it, and now I can only ensure that these terms will no longer end up in the magazine. Furthermore I hope that you all believe there was absolutely no racist motive behind the choice of words. It was stupid, it was naive to think that this was an acceptable form of slang — you hear it all the time on tv and radio, then your idea of what is normal apparently shifts — but it was especially misguided: there was no malice behind it. We make our magazine with love, energy and enthusiasm, and it can sometimes happen that someone is out of line. And then you can only do one thing: apologize. And hope that others wish to accept it.

From the bottom of my heart I say it again: we never intended to offend anyone. And I mean that.


Eva Hoeke

I’m sorry, but anyone calling themselves an “Editor-in-Chief” should have the good sense and moral integrity to know that in 2011 calling anyone, famous or not, a “niggabitch” or any other offensive and derogatory name is simply not okay and to refer to it as a joke just shows you what their stance really is.

What do think about the article?


  1. MzCaliAttorney

    You teach people how to treat you! If the majority of black men in a very influential genre of music “RAP” speak about black women in these terms…on records & in videos sold, seen & heard INTERNATIONALLY, why are you shocked that this is what the world thinks of black women??

  2. LOL makes me laugh. Blacks freaking out when another race says N bomb, but I turn that radio on and the N bomb somehow is being puked all over rap and hip hop. I never understood that.

    I also wonder why there is an all black school, and black only website news, BET. Think if there was some white only TV show that was called WET. UPROAR all over again like this mess. Stop caring and you’ll find yourself happier.

    • There are whites-only networks. That’s the majority of TV. How many black people/minorities do you see on TV? All-black shows? Yet all-white shows are on every station – that’s considered “normal.” But black people want all-black shows and you call that wrong? We would just like to be represented. Not that I approve of BET – I don’t like its content – but I understand why it exists.

    • True that I agree !

  3. The apology is about as believable as the MVRDV architects’ bullshit on their website, after designing two South Korean towers that look a lot – ok, exactly – like the twin towers after they were hit. So you have a team of world-class architects who somehow didn’t notice the resemblance? Riiigghht. This Rihanna thing is personally less offensive and doesn’t impact the same number of people, but it is still classless bullshit designed to create free publicity. Mission accomplished.

  4. Pump your brakes:
    Its in Dutch the modern translation for a cool person with black skin is Nigga….
    Bitch is a woman with a fierce ability or attitude out of slang translation in German and parts of Austria as I have many of them on my facebook and I was taken back a bit ONCE till I figg’d out that things that piss you off in English are not the same in other languages.

    On TV Norway Germany, Austria and others E-block Countries there is nothing cooler than an American Black person dressed like you see in the videos…. there is even a store called “Nigger King” [look it up] that sells all clothing that Black people would wear so that other people can look cool.

    Black ‘street’ culture may be looked down upon here in the States but is thought of as a Hip and Powerful movement that stood up to an oppressive society and took charge….

    Get pissed at something else…. also that article is available on like and you can use google translate to see they said nothing but nice things about Rihanna

  5. Justine

    Okay so I had no idea what a n****b**** was but I read somewhere that its a term for black dutch porn stars. I know they were trying to make a joke out of the way she dresses but it comes across very nasty and ignorant, its like their not really kidding. And this statement “Now let’s hope she won’t beat anybody up at daycare”, …really?

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