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The February 2022 cover of British Vogue magazine has come under fire on social media for the shared photos of the all-star team of African supermodels.
The main image of this edition shows five African supermodels posing with wigs and poor lighting.
Many criticized the action of the magazine and described it as “fetishist” and that it was “seen from the white gaze.”
In recent years, various brands in the world have shown their solidarity with movements such as Black Lives Matter through advertising campaigns, where they show a tribute to people of African American race. But many times these publications that seek to be inclusive can end up being criticized by the consumers themselves for not conveying support for those communities.
According to data from a study by the Geena Davis Institute on Gender in Media, on prejudice and inclusion in advertising, found that it is more common to see white models playing workers in advertisements. To which he emphasized that this is a subtle form of racist stereotyping and is very common in advertisements around the world.
The best way to celebrate black beauty?
Recently the February 2022 cover of the British magazine Vogue, has been heavily criticized on social networks for not transmitting to the black public what for them is a “tribute” with their photos, to the entire team of all stars of African supermodels.
The main image of this edition shows five African supermodels posing with wigs and poor lighting that makes it impossible to distinguish their skin color, their hair color, the clothes they are wearing with the brown background that accompanies this cover.
The main criticism of this campaign was from CNN’s Africa supervising editor, Stephanie Busari, who with a publication on his Twitter account shared his indignation with the edition.
“The lighting, the styling, the makeup, which deliberately exaggerated the already dark skin tones of the models, reduced their distinctive features, presented a homogeneous look. This was the best way to celebrate this beauty. Wouldn’t it be better if her natural and unique beauty shined?
I am conflicted about the British Vogue cover. I am in my thoughts, trying to process what is so troubling to me about it. May write something. pic.twitter.com/pHiutgxJ1o
— Stephanie Busari (@StephanieBusari) January 14, 2022
The journalist’s post worked for the digital pulse to give its opinion on this cover, where many criticized the action of the magazine and described it as “fetishist” and that it was “seen from the white gaze”.
“There is no celebration on that cover. If that is the intention, so be it. I would have preferred something brighter”, says one of the tweeters.
While others explained that many “black hands” were not involved in the production of that particular cover. “The lighting was off. The edition too. The lack of vitality. The fact that they all had wigs and none sported their natural hair or styles. It could have been much more colorful and full of life. I only know that not many black hands were involved in this, ”explains another user.
I was so upset my this image because some of them were darkened in such an exaggerated manner. I went to the personal pages of a few of them and I didn’t feel they looked this dark. So the reasons were very sinister, to me!
— Stardust 🌠🌌 (@Ms_Knzi) January 21, 2022
Again, this type of advertising that seeks to be inclusive generates controversy. Let us remember the case of the January 2020 advertising campaign, presented by Sears, a Mexican brand, where it showed an indigenous woman selling bracelets and a tall, slim white woman next to her. While in another image a white man appeared observing a person of indigenous ethnicity, and both headed with the word Holidays.
The advertising was strongly criticized by the digital pulse since allegedly in them an alleged “white superiority” was implicit, by highlighting the differences between folkloric clothing and contemporary fashion, something that the downward gaze of the man and the indifference of the woman emphasize even more. In addition, many Internet users argued that indigenous peoples are objectified as something to be seen on vacation and take a selfie.
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