
I remember, as joltingly clear as the double espresso I just had, seeing this photo in a 1992 Details magazine (remember when the magazine was still a reflection of a dying NY creative scene?). The man, who bears a striking resemblance to images of Jesus Christ, is David Kirby, who died of complications brought on by AIDS soon before this photo was published in the global print media.
The photo was banned in the Netherlands and Germany, was seen as 'too sensational' in France, and caused quite a ruckus-generating conversation concerning what constitutes advertising and branding. These people aren't wearing Benetton's clothes, but was the company declaring what they stand for by financially backing the publication of this photo? Was Benetton profiting from polemic? And if so, was that profit ethical in this case?
I was 15 years old when I saw this photo, a budding queer watching teachers of mine be covered in Kaposi's Sarcoma lesions, friends of friends cry for hours after learning of their infections, and numerous acquaintances in my all-too-early gay bar years waste away four years before the lifesaving combination therapies came to the fore. Kirby's approximation to depictions of Christ, paired with the undeniable emotion in the faces of his family, in my opinion humanised a disease in which those who suffered, and those who continue to suffer, were and are seen as inhuman – because they were and are gay, because they were and are black, because they were and are poor, because they were and are IV drug users. In my opinion, these are just the kind of people that Christ, as depicted in the gospels (which may or may not be the historic reality), would have been hanging around – but the mainstream, who now uses the teachings of Christ as a means of social stratification more than a means of realisation spiritual and humanistic potential, seemed to have forgotten who Jesus really was in the past 2000 years.
This image, a mere advertisement, has affected me
more than most and has driven much of my professional and personal
identity. Controversey works.
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