Vogue India’s August issue features designer bibs (like the Fendi bib the child in the photo is wearing), handbags, clutches, umbrellas–all modeled by the aam aadmi. Of course, considering that prices for brands like Hermes Birkin and Burberry can range between $200 and $10,000, this is the only time they will ever get near them. Luxury brands have usually been accused of ignoring the average person in India. This, apparently, is Vogue’s answer to that. Vogue’s logic according to this story:
Vogue India editor Priya Tanna’s message to critics of the August shoot: “Lighten up,” she said in a telephone interview. Vogue is about realizing the “power of fashion” she said, and the shoot was saying that “fashion is no longer a rich man’s privilege. Anyone can carry it off and make it look beautiful,” she said.
“You have to remember with fashion, you can’t take it that seriously,” Ms. Tanna said. “We weren’t trying to make a political statement or save the world,” she said. (emphasis mine)
Seems to me like she’s contradicting herself a bit there. Are we supposed to believe in the ‘power of fashion’ which is going to elevate these poor people and save their lives with $100 Fendi bibs? Or are we supposed to ‘lighten up’ about poverty and have a good chuckle?
One way of looking at it is that this was an earning opportunity for these people. In which case, I’m curious to know whether they were paid as much as regular models or not. I haven’t seen the magazine so I don’t know if the editors have put this in some sort of context or are tying this up with any social programmes. But it’s a little telling that the shoot does not name the models / people in the captions. Only the brands of the accessories.
What do you think?