logo
Masculinity, mental health, cat food – Robbie Williams's comeback has it all

Masculinity, mental health, cat food – Robbie Williams's comeback has it all

The Guardian3 days ago

Few facts feel more perfect than this: Robbie Williams's current stadium and arena tour is sponsored by a cat food. Yes, the Britpop tour, promoting Williams's upcoming album of the same title, is brought to us by Felix (he joins the brand's feline mascot in a new campaign). The show has just spent two nights in residence at London's Emirates Stadium, having previously stopped off in Edinburgh. It will also see dates in Manchester, Bath, Newcastle and Dublin, as well as other cities in Europe, many of which are sold out.
I mention the cat food thing because it feels pretty intrinsic to Williams's popular persona, and how he's perceived right now. It is, by anyone's standards, entirely camp in that particularly British, 'hun culture' type of way, where glamour goes hand in hand with ordinariness – and that's exactly where Robbie's appeal lies in 2025, as he experiences what appears to be a cultural comeback.
Indeed, over the past year or so, and particularly over the past six months, Williams has experienced a resurgence, something he himself acknowledges: 'Robbie Williams,' he laughed on stage on Friday night. 'Back in stadiums, eh?'
That's not the only bit of evidence, however. He's rumoured to be playing a secret slot at this year's Glastonbury; he was recently honoured with the PRS for Music Icon award at the Ivors; and while his biopic Better Man was commercially unsuccessful, it went down pretty well with critics, who praised it for its candour about class and addiction. Williams shows up on cosy TV shows such as Michael McIntyre's The Wheel, not to mention the cat food adverts, but he's also found an audience with generation Z, as the subject of social media posts featuring archive photos of 90s and 00s fashion and celebrity culture. His appeal in 2025 has become widespread; his music still endures (play Angels in any pub in Britain and it'll have the same effect as telling everyone there's a free bar). You could, then, call it a bit of a Robnaissance.
This is all happening because Williams occupies a unique position. He's a charisma machine who regularly plays in front of thousands, but he'll also happily divulge to his crowds that he's – and I quote – 'knackered' after playing certain songs, and exchanges concerns about erectile dysfunction with a lip-fillered, AI version of his future self in a between-songs bit. If someone from a younger, more self-serious generation – Sam Fender, Harry Styles – were being sponsored by Pedigree Chum it would probably raise a few eyebrows, but for Williams, stuff like the Felix partnership is entirely on brand. The first person, after all, to nudge and wink at Robbie is Robbie.
There is a whole section in his show about how he no longer cares for being cool, while dressed in a hot pink suit. On stage, he delightedly acknowledges that his audience is primarily made up of middle-aged mums – 'and I love it!' He speaks candidly about his poor mental health on Instagram. Interestingly and marvellously, it's in this total abandon that his star is rising again.
And this could, it should be acknowledged, very easily not have happened. For a while, he wasn't well received by the public – a video of him singing as his wife Ayda Field gave birth to their child went down online like a ton of bricks, as did a gag where he used hand sanitiser after touching hands with a New Year's Eve audience on TV. It was only in 2022 that he was widely criticised for performing in Qatar at the football World Cup, responding to the feedback thus: 'If we're not condoning human rights abuses anywhere, then it would be the shortest tour the world has ever known: I wouldn't even be able to perform in my own kitchen.'
Since then, however, the tide has turned. Williams has publicly shown his softer side again. A 2023 Netflix documentary about his life saw him reviewing photos and footage on his laptop, in bed in his underwear. There's also the aforementioned mental health chat online, and, of course, Better Man was further insight into his struggles at the hands of the press and the music industry. Broadly, the vulnerability that he has always embraced in his music ('I don't wanna die, but I ain't keen on living either') has become more and more in vogue for men and male celebrities, in response to the frightening versions of masculinity spawning online. It seems that the mainstream masculinity of the day has caught up with the man who openly sang in 2002: 'If you don't need me, I don't exist.'
Williams will probably always have the ability to put his foot in his mouth spectacularly. But the more he reveals of himself, the more he cements his place as a unique and – let's face it – unparalleled British performer. There is nobody who does what he does, nobody with his legacy or catalogue, nobody who straddles cool and uncool in quite the same way that Brits love so much.
From where I am standing, then, Williams's popularity in the current moment is deserved and hard won, for a performer who has the type of gift you cannot teach. When he emerged on stage in front of 60,000 people on Friday night, he introduced himself simply: 'I'm Robbie Williams. This is my band, this is my arse.' He also told us: 'I want to be the king of entertainment.' And at this point, you do have to ask: who else could it be? This is his Robnaissance – we're just living in it.
Lauren O'Neill is a culture writer

Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Jake Paul leaks ‘s***-talking' private messages with Anthony Joshua goading him about being KO'd as trash talk ramps up
Jake Paul leaks ‘s***-talking' private messages with Anthony Joshua goading him about being KO'd as trash talk ramps up

The Sun

timean hour ago

  • The Sun

Jake Paul leaks ‘s***-talking' private messages with Anthony Joshua goading him about being KO'd as trash talk ramps up

JAKE PAUL revealed he is goading Anthony Joshua about being knocked out - as their "s*** talking" ramps up behind the scenes. Paul audaciously called out the two-time heavyweight champion on his podcast earlier this year - vowing to knock Joshua out. 6 6 6 6 It did not take long for AJ to quite literally call the prankster-turned-prizefighter's bluff by phoning him up - but Paul countered by suggesting a 2026 fight date. And Paul has now revealed the two are already goading each other privately over social media - as all's fair in love and war. He said: "It was all nice, we've been cordial. He DMd me today like saying "LOL" to one of my training clips and then I sent him a "LOL" of of him getting knocked out. "And so I guess like we're kind of s*** talking, behind the scenes a bit. But I have a lot of love for Anthony Joshua. "I think this type of stuff is funny and he's a great guy and I think just a fight between us would be awesome and I do believe I can win." Joshua, 35, is yet to fight since being KO'd by Daniel Dubois, 27, at Wembley in September having undergone elbow surgery in May. Promoter Eddie Hearn revealed AJ hopes to return before the year is over - meanwhile Paul faces ex-middleweight world champ Julio Cesar Chavez Jr on June 28. It comes after he stepped up to heavyweight in November to face Mike Tyson - who controversially made a comeback aged 58. 6 And Paul - who gorged on pasta, steaks and potatoes to bulk up - admitted the heavyweight jump was "brutal". Jake Paul reveals 'hefty' six-man hit-list of opponents for next fight including Anthony Joshua and world champ The 28-year-old added: "It was just too much and my body wasn't made for it and even when I got into the ring I just felt too fat. "So cruiserweight is definitely the perfect weight for me." Paul will come down from 16st 2lb to the 200lb cruiserweight limit of 14st 4lb to face Chavez in California. It followed after Canelo Alvarez, 34, pulled out of a shock deal to fight Paul in Las Vegas on May 3 - instead signing with Saudi Arabia's Turki Alalshikh. Canelo - who beat Chavez on points in 2017 - regained his undisputed super-middleweight titles with victory over William Scull in May. And now he defends the 168lb thrown in a September 13 super-fight against unbeaten American Terence Crawford, 37, as Paul was forced to look elsewhere. But he said: "Chavez and I have been going back and forth for a long time and he's always been a great opponent on the list of someone that I wanted to fight. "And now it made perfect sense to go up against him as a former world champion and just continuing to further my resume and get more time under the lights." Paul also revealed he is in talks to fight current cruiserweight champions Gilberto "Zurdo" Ramirez, 33, and Badou Jack, 41. And with Gervonta Davis, 30, also lined up for an exhibition bout - Paul says he is boxing's most desired man. He joked: I'm like like Megan Fox from Transformers movie like everyone wants me! So there's not enough time to do it all and it could make sense. Look, it might. "It might line up but at the end of the day, there's 100 people that want to fight me. I got Canelo, Gervonta, Anthony Joshua, Badou, Zurdo, Tommy Fury, KSI, the list keeps on going. "It's just about what makes sense and we'll see when the negotiations come but I would for sure entertain a fight with him." 6

Karen Millen apologises for branding mums who breastfeed after six months ‘selfish'
Karen Millen apologises for branding mums who breastfeed after six months ‘selfish'

The Independent

timean hour ago

  • The Independent

Karen Millen apologises for branding mums who breastfeed after six months ‘selfish'

Fashion designer Karen Millen has apologised after criticising mums who breastfeed their children beyond the age of six months, calling it 'selfish' and 'not normal'. Appearing on Vanessa Feltz ' Channel 5 chat show Vanessa on Wednesday (11 June), Millen said that there are 'no benefits' for the child, claiming that they can become addicted to it. 'I think it's quite a selfish thing on the mother's part. I just think that's not good emotionally for that child,' she said. Millen later posted an apology on social media, saying: 'The question was aimed at a three-year-old being breastfed and my thoughts on that and my answers reflected that, not the subject of breastfeeding. And as a woman to women, I do respect your choices and I do want to support you.'

Annie Kilner puts on a brave face as she joins her sister Sian for dinner in Mayfair - after it was revealed her relationship with Kyle Walker is 'as bad as it's ever been'
Annie Kilner puts on a brave face as she joins her sister Sian for dinner in Mayfair - after it was revealed her relationship with Kyle Walker is 'as bad as it's ever been'

Daily Mail​

timean hour ago

  • Daily Mail​

Annie Kilner puts on a brave face as she joins her sister Sian for dinner in Mayfair - after it was revealed her relationship with Kyle Walker is 'as bad as it's ever been'

Annie Kilner put on a brave face as she joined her sister Sian for dinner in Mayfair on Wednesday - after it was revealed her relationship with Kyle Walker is 'as bad as it's ever been'. The 33-year-old wife of the footballer headed to Sexy Fish in the fancy area of London and beamed while posing for some snaps. She cut a chic figure in an oversized black blazer which she teamed with wide leg jeans and a strapless top. The brunette beauty accessorised her look with large silver hoop earrings and dark shades. Sian meanwhile wore high-waisted jeans, a navy T-shirt and added to her look with a Louis Vuitton bag. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new Showbiz newsletter to stay in the loop. It comes after it was revealed earlier this month that Annie and Kyle's relationship is 'as bad as it's ever been', as the England international ponders his next move following an unsuccessful spell at AC Milan. The full-back is back in the UK and according to pals is 'barely speaking' with Annie, who is still unable to forgive him and move on from the footballer's affairs with Lauryn Goodman, 34, the mother of two of his six children. Kyle hoped his stint in Italy with the seven-time Champions League winners would trigger a fresh start for himself and Annie. Being away from the 'noise' of his sex scandal was a major reason behind his hasty departure from Manchester City in January. But the Rossoneri have declined the opportunity to sign Kyle for an extra year, meaning he will now have to find another club with City boss Pep Guardiola indicating the defender has no future at the Etihad, despite having one year left on his contract. And insiders have told MailOnline his inner circle view his stint in Milan as a 'wasted opportunity', not only for his football career but getting his marriage back on track with Annie. A friend said: 'Kyle really enjoyed his time with Milan, especially off the pitch. The full-back, 34, is back in the UK and according to pals is 'barely speaking' with Annie, who is still unable to forgive him and move on from the footballer's affairs with Lauryn Goodman, 34 (pictured), the mother of two of his six children 'Having played under Guardiola for so long, which is exhausting having to meet his lofty standards, he felt the shackles were off when he joined Milan and made the most of his new lifestyle, perhaps eating and drinking what he wouldn't ordinarily consume, as well as socialising more. 'That impacted him on the pitch which is why he didn't perform to the levels he's become accustomed to over the years. 'That disappointed his parents who flew over to watch him for the last game of the season and he didn't even make the bench.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into the world of global news and events? Download our app today from your preferred app store and start exploring.
app-storeplay-store