The whole project looks like a great metaphor for organisations doing “social” badly: by externally “rebranding” Africa, L’Uomo Vogue manages to demean a whole continent while also continuing to assert a kind of outdated colonialism in proposing its own ill-informed solutions to complex issues such as Nigerian economic inequality (build a Rodeo Drive, apparently) and devoting full-page spreads to people like Diezani Alison-Madueke, Nigeria’s oil minister, widely considered to be one of Africa’s most corrupt politicians.
The “Rebranding Africa” issue of L’Uomo Vogue has not surprisingly upset a whole load of people. The irony is that the editors can’t see what all the fuss is about: they are “listening”, right? They are “paying attention”, surely? They are even “engaging” (see the response of Franca Sozzani, Vogue Italia’s editor-in-chief, to a blog comment, below).