Che Guevara's most famous photo
Che Guevara still an icon after forty years
Published 09 October, 2007, 05:37
It's 40 years since the Marxist revolutionary Ernesto Che Guevara was captured and executed in Bolivia. His ideas and looks captivated radicals in the 1960s, and have been inspiring generations of young people ever since. His name, along with his bearded face and beret, have become fashion icons, known to millions.
A revolutionary with rock star-charisma, Ernesto Che Guevara was determined to change the world. Born in Argentina and trained as a doctor, Che became a key figure in world politics. For some he was a romantic in camouflage, a Marxist who spoke the truth and backed his words with actions. For others, he was a brutal terrorist.
Alongside Fidel Castro, he succeeded in overthrowing Cuba’s right wing military regime in 1959.
A U.S. imposed embargo pushed Cuba towards a close alliance with the Soviet Union.
Soon after, Che Guevara and Fidel Castro visited Moscow.
Argentinean football legend, Diego Maradona, shows his Che Guevara tattoo
“He was an extremely open person, I cannot imagine a politician today who’d be so honest and straightforward. He was just like any one of us, only he lived his ideals. That’s why he became a hero people will admire for centuries,” Nikolay Leonov, retired KGB officer and a long time translator of Cuban delegations to the Soviet Union, remembered.
But since his death, Che has also become a fashion emblem, a corporate brand used for advertising and entertainment.
The cult of Che has become a global phenomenon, and Moscow is no exception but the question is whether Ernesto Che Guevara would have approved the way his image is being used today.
Many of those attending the Moscow’s Che Guevara night club have little idea of the man’s revolutionary ideals.
“I’m ashamed to admit I don’t remember who he is,” one of the visitors said.
“Che is my alter-ego. I’m bourgeois, he makes me feel real,” another replied.
Che Guevara’s image is one of the most famous in the 20th century. Captured by photographer Korda, it has gone from 60’s posters to T-shirts and underwear.
The message of freedom, revolution, revolt and unconformity comes attached, but ironically for Che, he now embodies capitalist consumerism, something he spent his life fighting against.
“Che Guevara is my idol. This is a disgrace what is happening to him today,” Nadia Raks, Revolutionary Communist Youth League activist, said.
Che Guevara merchandise
Russia’s Bolshevik youth believes that there is a new revolution waiting to happen in Russia and they are ready to follow Che’s example, right up to his violent methods.
“There is no use in writing letters to the parliament and waiting for futile resolutions to be passed. We are ready to back up people to fight injustice and we won’t let anything stand in our way,” Alexander Batov, another Revolutionary Communist Youth League activist, explained.
And Cuban officials have nothing against Che Guevara's pop icon status.
“It is very positive that young people chose to use the image of Che Guevara, this starts a thinking process and that’s how many find out more about him. In Cuba many wear Che’s T-shirts as well,” Carlos Camps Garcia, Cuban Ambassador Deputy in Russia, said.
In Cuba Che is revered as a religious figure. Students learn his writings and swear to become like him.
Che was captured by U.S.-backed troops during a failed attempt at a revolution in Bolivia. A low-rank army sergeant shot him dead in a school classroom, some say on orders from the CIA.
Ernesto Che Guevara died young, he was 39 years old. His half-naked body was shown around the world. It resembled Jesus – an image of death that may have given birth to the iconic Che.
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