LOS ANGELES — Reigning pop queen Britney Spears brandishes a Lovehoney riding crop in the bondage-themed music video for her new hit single “Work Bitch,” in which she plays a rather glamorous "master."
Midway through the song, Spears appears in a gold metallic bustier with Lovehoney’s Fifty Shades of Grey Sweet Sting Riding Crop haughtily in hand. She sits below a pink neon sign that reads “Bitch.”
“You want a hot body? You want a Bugatti? You want a Maserati? You got to work, bitch,” Spears sings as she wields the same crop on a tabletop in the middle of a crowded party.
"The video oozes sex. Britney hasn't looked this hot since the ‘Hit Me Baby One More Time’ video,” Lovehoney Co-founder Neal Slateford said.
The Dallas-based online sex toy retailer launched the Official Fifty Shades of Grey Pleasure Collection last year, making it the only sex toy and soft bondage collection endorsed by the mastermind behind Fifty Shades, author E L James.
"We are thrilled she used the Lovehoney Fifty Shades crop,” Slateford added. “’Fifty Shades’ introduced millions of women to the wonders of bondage — it seems that Britney is another convert."
With 6,480,416 views on YouTube, millions more have likely been exposed to the dark art via "Work Bitch."
Lovehoney’s Fifty Shades collection received another mainstream nod earlier this year, in the form of an eight-minute segment on Access Hollywood.
Updated packaging for Lovehoney's Fifty Shades range and new instore display units are now shipping, the company says. They can be viewed at the Lovehoney booth at the eroFame trade show beginning Oct. 9 in Hanover.
Spears’ full album is set to drop Dec. 3.To watch the "Work Bitch" music video, click here.