Launched last October, the Vogue India essuie its first scandal. It should be said that in a country where the disparity between the social categories is so intense, it is difficult to preach the apogee of the luxury without being likely to fall into indecency…
Whereas the country counts from now on more than one billion inhabitants, the emergent class of the population announces like new the eldorado marks of luxury. Indeed, in India as in China, the individuals like to give a report on their success by the means of top-of-the-range products, symbol of social advent.
In this context, the group Condé Nast hastened “to on their premises educate” the Indian people while launching the 17th edition of Vogue. For a few months, the Indians have thus had the possibility of discovering the records of the Western company. The tycoons of the sector have besides all answered present: Gucci, Fendi, Burberry, Hermes… not one does not want to miss opportunity of accompanying the Indian growth.
However, one knows very well that if the country sees indeed some of its nationals reaching the universe of the luxury, the majority of them lives with less than 1 dollar per day, and is confronted with an immense misery. This is why a minimum of decency is necessary if one does not want to become completely inhuman, gangrené by the lure of gain. It is this “minimum” which unfortunately was lacking with the one of the series mode of the publication of August.
Indeed, 16 pages – devoted to the development of bags, umbrellas and other accessories – were shootées not in a studio with such or such mannequins or stars of Bollywood, but in the street with for observers of the Indians more worried by survival with the daily newspaper than by the last tendencies.
On this series, one can thus see an old man sheltering under a Burberry umbrella, a baby out of Fendi bib or a woman carrying to the arm Birkin, surrounded by his 3 children vêtus of nippes… Admittedly, the photographs are superb, the Indian people having this light, this love of life which would irradiate any stereotype, nevertheless their incongruity revolts the journalists of the country. To confront a mother who fights to nourish her family with a bag costing more than 10.000 dollars is indeed almost unhealthy…
In a country or one commits suicide sometimes to escape a crushing poverty, the media luxury cannot allow ineptitudes of this kind. For its defense, Vogue ensures to have wanted to illustrate “the India news”, where it is possible to carry out a fulgurating social rise and to post the signs of them. That’s no problem, when it is realized that the legends of the photographs do not refer to the one day old mannequins but simply to the marks of bags, it realizes at which Vogue point has only to make human factor…
Then certainly, it is obvious that the industry of the luxury will break in India and that only some elected officials will have access there, and that in oneself is not criticizable. What is it more, it is to mix the kinds in a unilateral way. That the Hermes bags thus remain in the shops of Mubai, and that the photographers are satisfied with Gisele, unhappy images perhaps thus will be avoided…
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