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‘This doesn’t happen with white models’: OPR and Who Magazine under fire for misidentifying Adut Akech

Celebrity news and entertainment magazine Who and PR agency OPR are under fire after an interview with supermodel Adut Akech was accompanied by a photo of a different model. OPR, the agency liaising with Who on behalf of Melbourne Fashion Week, for which Akech was in Australia as an ambassador, sent a file of images to Who, resulting in the misprint: an almost full-page shot of Flavia Lazarus.

Akech posted about the incident on Sunday night, stating: “It goes to show that people are very ignorant and narrowminded that they think every black girl or African people looks the same. I feel as though this would’ve not happened to a white model.”

Supermodel Adut Akech

“Whoever did this clearly the thought [sic] that was me in that picture and that’s not okay. This is a big deal because of what I spoke about in my interview,” Akech wrote. The interview centred on Akech’s thoughts on refugees and attitudes towards people of colour.

OPR, WPP’s PR arm, said in a statement provided to Mumbrella: “Last week, a file of photos of model images was sent to Who Magazine, which resulted in an incorrect image being used in an article about Melbourne Fashion Week Ambassador, Adut Akech. The file contained photos of Adut and other MFW models.  Regardless of where the administrative error was made, we sincerely regret any upset it has caused to the models involved, and our client the City of Melbourne.”

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I’ve have given some deep thoughts the past few days on how to approach this situation that isn’t sitting well with me.  For those who are not aware, last week @whomagazine (Australia) published a feature article about me. In the interview I spoke about how people view refugees and peoples attitude to colour in general. With the article they published a large photo saying it was me. But it was of another black girl. This has upset me, has made me angry, it has made me feel very disrespected and to me is unacceptable and inexcusable under any circumstances. Not only do I personally feel insulted and disrespected but I feel like my entire race has been disrespected too and it is why I feel it is important that I address this issue. Whoever did this clearly the thought that was me in that picture and that’s not okay. This  is a big deal because of what I spoke about in my interview. By this happening I feel like it defeated the purpose of what I stand for and spoke about. It goes to show that people are very ignorant and narrowminded that they think every black girl or African people looks the same. I feel as though this would’ve not happened to a white model. My aim for this post is not to bash Who Magazine -they have apologised to me directly – but I feel like I need to express publicly how I feel. This has deeply affected me and we need to start an important conversation that needs to happen. I’m sure that I’m not the first person that’s experienced this and it needs to stop. I’ve been called by the name of another models who happens to be of the same Ethnicity, I find it very ignorant, rude and disrespectful towards both of us simply because we know that this doesn’t happen with white models. I want this to be somewhat of a wake up call to people within the industry it’s not OK and you need to do better. Big publications need to make sure that they fact check things before publishing them especially when its real stories and interviews and not just some made up rumors. To those who work at shows and shoots it’s important that you don’t mix up models names. Australia you’ve a lot of work to do and you’ve got to do better and that goes to the rest of the industry

A post shared by Adut Akech Bior (@adutakech) on

While OPR states a file of photos was sent, and an incorrect one chosen and printed by Who, Pacific, Who’s publisher, told Mumbrella that the agency “supplied us with the wrong photograph to accompany the piece”.

“Who spoke directly with Adut to explain how the error occurred and have sincerely apologised. We also apologise to Flavia Lazarus for the misprint,” Who said.

“Our intention was to share Adut’s inspiring story and highlight her achievements. We are committed to increasing the diversity in the pages of Who, and arranged the interview in view of this. Hopefully, the result of our misprint will be more people talking about this issue in the industry and tackling it head-on.”

Akech said Who Magazine has apologised to her directly, but felt she should speak out because “big publications need to make sure that they fact check things before publishing them”.

“Australia you’ve got a lot of work to do,” she said.

On its Instagram page, the City of Melbourne added it was “extremely disappointed” such a mistake was made.

“Both Adut and Flavia have expressed their disappointment and we support them. This error is unacceptable, and both Who Magazine and our public relations agency, OPR, have apologised.”

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An important message from the M/FW team.

A post shared by Melbourne Fashion Week (@melbfashionweek) on

Akech was born in South Sudan, raised in a Kenyan refugee camp, and moved with her family to Adelaide before relocating to New York. She made her international runway debut three years ago and was the face of this year’s Melbourne Fashion Week.

“Adut is the fashion world’s newly crowned model supernova, whose meteoric rise to fame saw her close the Chanel haute couture show alongside Karl Lagerfeld in July this year, after attending the Met Gala as a special guest of Valentino in May, and then walk 33 shows from New York to Paris during the ready-to-wear season in September,” editor of Vogue Australia, Edwina McCann, said last year in her letter to the editor when Akech graced the December 2018 cover.

“Needless to say she has the fashion world at her feet.”

Akech was also chosen to be the cover star of British Vogue’s September issue, guest edited by Duchess of Sussex, Meghan Markle.

Other WPP agencies aside from OPR have been in the headlines recently. Former Mediacom MD Rob Moore commenced court proceedings last month, claiming he was made redundant because he disclosed a mental health condition and requested a reduced workload. And former Team Red MD Carmel Williamson has filed a similar claim, alleging she was dismissed and needed psychological treatment due to a “boys club” culture and a lack of support.

Last week, WPP reported that its revenue fell by 15.3% to $22.6m, and it wrote down the value of its agency brands by $270m.

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