With ‘bravery’ as its new brand, Ukraine is turning advertising into a weapon

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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