PR Blunders Lights, Camera, War

In July 2022 a storm erupted on Twitter after a photoshoot for Vogue emerged of Mr & Mrs Zelensky. The couple were publicly criticised after the images of the photoshoot were seen as being "in poor taste", "opportunistic", and "too glamorous".

The shoot was an error of judgement by their publicity team who failed to read the mood of the public in response to the war. While people may be sympathetic to the Ukrainian cause using war as a backdrop for publicity was a step too far.