We’re learning that silence is never the best policy
The recent controversy with the latest Vogue photo editorial “Storm Troupers”– where Liebovitz shot various models in couture representing an homage to Hurricane Sandy— has left quite a few speechless. Included in this category is Vogue itself.
The description of “Storm Troupers” on Vogue‘s website sheds light on the intention of the photo shoot:
“With the area now on the mend, we paid these stalwart souls a visit, dressed up in the best of the New York collections. Call them New York’s other finest.”
It’s easy to know what the public opinion is on the issue with a quick google search, with headlines describing the shoot with the following phrases:
sparks controversy
cringe-worthy homage
I think the best summary of why this is offensive is from Gothamist writer Christopher Robbins who writes:
“”Because it’s Vogue” is not an acceptable answer. It’s not difficult to find stories that provide context on how these first responders—firefighters, Coast Guard members, NYPD, ConEd workers, Bellevue Hospital staffers—helped real New Yorkers survive during the storm and its (continuing) aftermath.”
We are learning that a rule of thumb in dealing with crisis communications in PR is that staying silent can make a mountain out of a molehill. This is happening with the Beyonce “Lip sync- gate” right now. It can be hard to get ahead of the story once its taken off – and that’s exactly what’s happening with “Storm Troupers.” Vogue has yet to release a comment on the issue, which is just adding to their detachment on the issue, and ultimately meaning of why this is offensive to those affected- who are also potential readers.
This is not the first time the publication has stayed quiet on a controversial issue or photo shoot – a recent NYMag article has summarized all the offenses and whether there was a response, with many following in the “Storm Troupers” fashion, no response.
- Vogue Italia released a March 2012 edition which featured “Make Love Not War” which many said glamourized the Iraq War
- The infamous 2008 “Dream Team” cover featuring Lebron James as “King James” next to the Gisele Bundchen drew a lot of heat from critics over what the image was signifying
- Vogue Hommes released a cover in 2012 featuring model Stephanie Seymour being “choked” from a male model, inciting anger from many anti-domestic violence organizations
None of these controversies were commented on by anyone at Vogue or its sister publications. I’m not sure the best strategy for Vogue right now is to follow what it’s done in the past. If anything I think it should explain its commitment to Hurricane Sandy relief efforts. The publication has raised over $1.7 million in fundraising partnered with the CFDA (Council of Fashion Designers of America). Even though it be will difficult to change public opinion on “Storm Troupers,” an apology to those who were offended may help mitigate some of the feelings toward the publication.
If Vogue wants to produce an issue that is meant to connect more to Americans, and feature a tragedy that now defines many, I think the readership earns their right to a comment- at least in an effort to accomplish what “Storm Troupers” was meant to in the first place – recognize the important of Sandy relief.
You’re dead on! Silence isn’t the best way to a crisis. You might as well say “No comment”.
When I think of an emergency evacuation of a neonatal intensive-care unit, I do not think of Karlie Kloss in her Sunday best. Nor do I see her dating the guy she’s cheekily got her arm around in the next picture. Explain that one too Vogue!