Vogue is one of the leading brands in the media market and this is due to the specialization it has acquired over years in the market.
One aspect that we cannot lose sight of today is that which has to do with talent management and the correct way to communicate it.
Today there are elements that should not be underestimated and that undoubtedly help to understand the value of a well-executed message.
An apparent poor cover photo decision has led to Vogue in trouble and what was expected to be a welcome cover for an important American policy, ended up becoming a bad public image strategy.
Vogue magazine has based its content strategy on covers that have made the displayed personalities and the medium a strong reference in the market.
The covers have also been full of controversy and an important warning in all this has to do with the way in which media brands have learned to communicate more and more, with a greater understanding of the context in which they distribute their content.
The problem
Vogue seems to have chosen a bad cover for its February edition in which Kamala Harris appears wearing Converse tennis shoes and in a totally disheveled attitude, so immediately the critics were not long in coming even arguing that her skin tone had lightened, error which has been shown to be a serious problem when a medium carries it out.
Harris will be the first and next vice president of the United States and the aspect that she has shown in this cover of informality more than chance, seems to be the image with which she will govern in the administration that is coming along with Joe Biden.
Criticism increased when in information published by journalists such as Yashar Ali, it is noted that the cover image chosen by the team of the next vice president is not the one that appeared in the edition, however, the media have editorial codes and make decisions in based on them, not on recommendations from outsiders.
No idea why they used this photo so pey, but very out of the codes to represent political figures.
Defocused, a very informal pose and also a lighting that does not do justice to her skin color (and that for black and mixed race women in the USA is a big deal) https://t.co/oLACzLwryz– Diana ???? (@dianalunareja) January 10, 2021
2. In the cover that they expected, Vice President-elect Harris was wearing a powder blue suit. That was the cover that the Vice President-elect’s team and the Vogue team, including Anna Wintour, mutually agreed upon…which is standard for fashion magazines.
– Yashar Ali ???? (@yashar) January 10, 2021
kamala harris entering the vogue offices in converse: pic.twitter.com/Wfh9TeKtnO
— lil basquiat ????♃ (@arycarangi) January 10, 2021
This type of action, which seeks to viralize a medium although a trend ends up occurring but for the wrong reasons, warns us of the consequences of choosing a bad action in the midst of a highly sensitive social and political context.
The United States has not gone through its best political moment and it is that in the prelude to the departure of Donald Trump from the presidency of the United States, we are witnessing a series of actions that make any mistake a problem with effects of great weight in the market.
In this case, the fact of launching a cover with the next vice president warns us of the capacity that brands have when having to understand the context in which they operate.
This undoubtedly places context at the center of any good strategy and makes possible the work that brands seek in sales and recognition, when they base their bet on communication.
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