Re branding Africa

Vogue L'uomo is working on Scraping off the nasty image Africa has build over itself...I'm liking the sound of it.
Ban Ki Moon who was on the cover had his say “Africa does not need charity,” cover star Ki-moon says. “Africa needs investment and partnership. Joining forces with civil society and private sector, including non-traditional players, like the fashion industry, has become indispensable. Sustainable development is my top priority.”
 “The whole issue is packed with portraits of local personalities: not just presidents, first ladies and queens, but also artists, singers, musicians, actors, stylists, writers, models – every one of whom has been portrayed in a positive light,” editor Franca Sozzani said. “They all agreed to take part in the issue precisely because presenting a positive image of the continent means focusing world attention on an area that has been hitherto excluded, with the exception of a number of countries where development has been possible thanks to tourism. But each of the African nations is endowed with enormous potential.”


But as much i like the idea...Lets be real here, Africa is a real hot cake right now, resources,  fashion etc, everybody wants a piece of it...so..Does Franca Sozzani ( L'uomo Vogue editor) really  need a round of applause for doing what African magazines are doing since I dont know when, re branding Africa? The same Vogue that say no to a Vogue Africa?...Yes, its a great thing but well...I'm skeptical about this Fashion to politics shift...however I greatly support their commitment to document the evolution of a wrongly branded continent...