Gemma’s Return: Why Even Announce “Retirement” If You Can’t Stick To It?

Random rant: why do celebs make such a big deal about announcing “retirement” only to un-retire months later? Publicity stunt? A heated “eff-you” move that reverses itself once they cool down?

Supermodel Gemma Ward, 22 (ahem), marks the latest in comebacks—or something to that effect. Her agency recently announced Ward’s official retirement after everyone started to realize that she’d been missing from the mags and catwalks of late. The rumored reason for the young model’s departure? A desire to escape the industry’s pressure of body issues. (Noble cause.) It looks like this announcement wasn’t even a PR screw-up, but possibly just a vocabulary issue. Gemma herself posted on her Twitter page: “I’m content with my decision, but I have said nothing will be permanent.” OK, seriously? You make the “decision” to retire ... you know that’s supposed to be permanent? Then this week she told an Australian newspaper that she hasn’t quit the business.

Does everything have to be so black and white with A-listers? Why not just say you’re taking some time off? What’s that? Oh, so you say there’s big money in a comeback ... Aha! [Stylelist.com]