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The Conversation
The Conversation
Politics
Nadia Kaneva, Associate Professor, University of Denver

With 'bravery' as its new brand, Ukraine is turning advertising into a weapon of war

Ukraine Olena Zelenska Annie Leibovitz Vogue Banda Twitter Inc.
A woman walks by large signs that read 'Bravery is Ukrainian brand' in Kyiv. Oleksii Chumachenko/SOPA Images/LightRocket via Getty Images

When a preview of Vogue’s October 2022 cover story on Ukrainian first lady Olena Zelenska hit Twitter on July 26, 2022, reactions on social media were swift and polarized. Some critics said that a photo shoot by famed photographer Annie Leibovitz for a fashion magazine was a “bad idea” and glamorized war.

Others lauded the magazine and Ukraine’s first lady for bringing awareness to the suffering of Ukrainians, five months after Russia first invaded its neighboring country.

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