Urban Legends - Alberto Korda
Last year, when I featured actor Benicio Del Toro as an Urban Legend, I mentioned the thespian’s role in the upcoming biopic of Argentinian Lieutenant Ernesto “Che” Guevara. I also cited Che Guevara’s famous photograph, turned fashion trend, as adorned on countless banners, posters and T-shirts worldwide. However, whom I failed to identify was the man behind the lens - Alberto “Korda” Diaz Gutierrez.
Korda was born September 14, 1928 in Havana, Cuba. As a young adult, his career began as a photography assistant. In the years leading up to the communist coup, Korda became a renowned fashion photographer. He was once quoted as saying “My main aim was to meet women.” During this time, he met his second wife, Cuban model Natalia “Norka” Menendez, who frequently graced the covers of fashion magazines in the 1950’s. As Fidel Castro’s forces took power in 1959, Korda switched career paths to join the Cuban newspaper, Revolución, as a photojournalist.
On March 5, 1960, while assigned to cover the memorial service held for the victims of the freighter explosion by name of La Coubre, Korda bit more than he anticipated. Although against regulation, La Coubre exploded the day before, as a result of the illegal unloading of 76 tons of munitions at Havana harbor, killing 75 people and wounding 200. Korda managed to capture the bearded Lieutenant Che Guevara, wearing his beret, face frozen still with the cold look of a soldier who was no stranger to death, staring off into the distance.
Initially coined “Guerrillero Heroico” (Brave Warrior), the photograph was rejected by Revolución. Despite his editor’s decision, Korda recognized its greatness and kept the photo tacked to his wall for seven years. It wasn’t until, Italian publisher Giangiacomo Feltrinelli, who documented Che’s endeavors in South America, created posters of Guevara’s photo in Italy. Feltrinelli personally ordered two prints from Korda to promote the revolutionary’s book, the Bolivian Diary, prior to its release. The portrait was also used for the cover. The book was released in 1968, a few months after Che’s execution October 9, 1967 in Bolivia. The hardback ended up selling more than a million copies worldwide.
Many other publications and artists reproduced Korda’s photograph, including Irishman Jim Fitzpatrick, who is responsible for the stylized two-toned red & black variant, which further cemented its place in societal consciousness. “Guerrillero Heroico” became a symbol of revolution and an icon used by rebellious groups throughout the world. But while many used the photo as a beacon, it became a tool for fashion companies, and advertisers to exploit - particularly the famous vodka company, Smirnoff. In 2000, Korda sued the brand for infringement, which resulted in a $50,000.00 out of court settlement, for which he later donated to Cuba’s healthcare system.
Serving as Fidel Castro’s personal photographer for ten years, from 1968 to 1978, Korda photographed Castro playing golf and fishing with Guevara, in the company of writer Ernest Hemingway. However, in the ‘80’s, he explored underwater photography and returned to fashion.
May 26, 2001, at the tender age of 72, Alberto Korda died after suffering a heart attack while exhibiting his life’s work in Paris, France. Dubbed “the most famous photograph in the world and a symbol of the 20th century,” by the Maryland Institute of Art, Che’s picture will serve as the magnum opus of Korda’s work, and as inspiration to those who opt to revolt against government tyranny. Although, he never received any royalties – the image was later portrayed on the 3 Cuban Peso – Korda kept the negative and the camera with which he took the photo.
Today, Korda is survived by his daughter, Diana Diaz. She continues to battle in court over the legal rights to her father’s legendary photo, that immortalized him and Che for eternity.
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