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Demi Lovato's makeover from pop star to rock singer has stirred controversy. In mid-January 2023, a poster promoting Lovato's latest album, Holy Fvck, was banned in Britain following complaints.

Lovato, who uses they/them pronouns, reinvented their public persona in 2022 in line with the musical timbre of Holy Fvck. Lovato's new look was dark: black hair, spikey clothes, and sharp accessories to match the grittier sounds on Holy Fvck.

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Songs were soundtracked with radio-friendly hard rock instrumentation intended to mirror Lovato's raw, personal lyrics.

It was a moody turn with religious undertones, reflected in the album art for Holy Fvck, which saw Lovato strapped in bondage-style leather, poised atop a faux-stained cross-shaped pillow.

Similar imagery appeared on corresponding Holy Fvck merchandise and informed the costumes that Lovato wore on the Holy Fvck tour and recent concert performances.

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When the provocative imagery was released to the public in August 2022, it was shared across the world through social media and advertisements, including a series of posters pasted across London.

After receiving four complaints from the public, Britain's Advertising Standards Authority (ASA) issued a report report calling the Holy Fvck posters offensive and banning them from the country.

“We considered that the image of Ms Lovato bound up in a bondage-style outfit whilst lying on a mattress shaped like a crucifix... together with the reference to ‘holy fvck’... was likely to cause serious offence to Christians,” said the ASA.

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Polydor Records, Lovato's record label, disputed the assertations.

Lovato — themselves no stranger to strange spiritual controversy — is merely the latest example of Christianity-centric concerns.

Mere months ago, Balenciaga's child ad scandal had commentators up in arms over a perceived bondage/grooming scare while Addison Rae triggered controversy by wearing a "Holy Spirit" bikini in an advertisement.

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