Everybody’s trying to rebrand Africa, and it isn’t going so well. Vogue Italia’s latest issue — boosted by great billowing gusts of editorial hot air from both the New York Times and the Guardian — is called “Rebranding Africa”, and as you’d expect the whole thing is an embarrassing and insulting shambles. The images are okay, but otherwise it feels like something a middle-schooler cobbled together for a class project. And then got a “D” for it.
First: you’re re-branding the continent of Africa — as one does — so who do you pick as your cover star? Well, it was the obvious choice. What self-inflating fashion magazine wouldn’t lead their Africa edition with a picture of a South Korean diplomat sitting behind a desk in Manhattan? That’s right, people. The new face of Africa is none other than UN Secretary General Ban Ki-Moon. There are so many way to read this choice. An obvious take is that Vogue Italia, despite their claims of “rebranding” Africa must have decided Africans can’t govern themselves and need UN intervention.
(Read the whole article here http://africasacountry.com/2012/06/06/vogue-italias-rebranding-africa-disaster/ )