Alberto Diaz Gutierrez,
14th September, 1928.
If you know the name Alberto Korda, you’ll already know the picture he took that made him famous. If you don’t know the name Alberto Korda, then you already know the picture he took that made him famous. It’s that photo. No, not that one, that one.
If you’re still not sure which picture, Ben Ehrenreich in the Los Angeles Times described it thus:
”If this were a photo session, you couldn't have asked for more. The model, long-haired with steely gaze and wispy guerrillero beard. Jacket zipped to the chin. Collar up and hair uncombed. Jaw set in anger. Beret at a perfect, rakish tilt. There's tension even in his pose: his shoulders turning one way, his face another. And those eyes, mournful but defiant, staring up and to the right as if at some distant vision of the future, or a giant, slow-approaching foe.”
Yeah, that picture. Possibly the most famous portrait picture of a human being ever taken. Outside images of Jesus, who, as far as I’m aware, was never photographed by anyone, (although as a Roman historian, if you can find me a photo of Jesus, I will mail you a check for $1million right now), perhaps the most widespread image of a human ever taken. There’s nowhere in the world where you won’t see a copy of his image. You’ve probably owned this image on a t-shirt.
Still don’t know? The picture’s title is Guerrillero Heroico (Heroic Guerilla). It was captured on March 5, 1960, in Havana, Cuba, at a memorial service for victims of the La Coubre explosion and depicts a then 31-year-old Argentinian by the name of Ernesto "Che" Guevara.
Ohhhh! That picture!
And for the most famous portrait of a person in human history, Alberto Korda earned the sum total of nothing. The only money he ever got from the photo was when he sued Smirnoff for using it in a vodka advert on principle. They settled out of court and Korda, ever the good socialist, donated the money to the Cuban health system because it was ‘what Che would have wanted’.
Alberto Korda was born on September 14, 1928, in Havana, Cuba. His photographic journey was deeply intertwined with the political landscape of Cuba, making him not just a witness to history but an active participant in capturing its essence. Although his image of Che Guevara brought him international fame, Korda’s work spanned a wide range of subjects, from fashion and portrait photography to documentary and revolutionary themes. The beauty of his home country always influenced his work.
Korda’s early life and career began in an entirely different direction. Born as Alberto Díaz Gutiérrez, he was the son of a railway worker. As a young man, Korda pursued various jobs before finding his passion in photography. Initially, photography for Korda was a means to make a living, and he began his career in fashion and advertising, fields in which he would later achieve notable success. His early work captured the glamour and elegance of 1950s Cuba, which was a time of lavish lifestyles and high-society events.
His breakthrough into photography was serendipitous. Working as an assistant to a photographer in Havana, Korda was exposed to various styles of photography and began developing his own distinctive approach. His love for photography was driven by his desire to capture beauty, and at this time, Korda focused primarily on fashion and commercial photography, shooting models and the wealthy elite of Cuba. His images of this era, however, reflected a unique combination of technical prowess and artistry, setting him apart from other photographers in the same field.
However, Korda’s path changed dramatically following the Cuban Revolution in 1959. After Fidel Castro and his rebel forces overthrew the Batista regime, Korda became closely associated with the revolutionaries. At this pivotal point in Cuban history, Korda shifted from fashion photography to documenting the revolution. He became the official photographer of Fidel Castro, a role that would define his career. Working as Castro’s photographer allowed Korda unprecedented access to the political leadership of Cuba and key moments in its history.
Korda’s most iconic photograph was taken on March 5, 1960, during a memorial service for the victims of the La Coubre explosion, which was a Belgian freighter that had been carrying arms for the Cuban government when it exploded in Havana Harbor, killing more than 100 people. As Korda documented the event, his lens captured a striking image of Che Guevara, gazing into the distance with an intense, almost prophetic expression. Korda’s photograph of Che, though initially published without fanfare, became a global symbol of revolution and resistance.
The story of how Guerrillero Heroico rose to fame is as fascinating as the image itself. Korda had taken the photo during the memorial but had not considered it particularly remarkable at the time. It wasn’t until the image was used by an Italian publisher to promote a book on revolutionary movements that the photograph gained recognition. The image became synonymous with rebellion and Marxist ideals, though ironically, Korda never profited from its widespread reproduction. Korda had always believed that the photograph belonged to the people and resisted commercialization, a stance that reflected his revolutionary principles.
Beyond the iconic photograph of Che, Korda’s work extended to a variety of subjects. His photographs of Fidel Castro are among the most evocative images of the Cuban leader. Korda captured Castro in moments of contemplation, action, and leadership, often portraying him as a man deeply engaged in his revolutionary cause. Korda’s intimate relationship with Castro allowed him to portray the Cuban leader in ways that no other photographer could, and his images helped shape the global perception of Castro as a charismatic and determined figure.
Despite the fame that Korda’s political photography brought him, his heart remained in capturing beauty. He continued to work on personal projects throughout his life, many of which focused on the landscapes and people of Cuba. His photographs often reflected his deep love for his country and its culture, capturing everyday scenes that depicted the spirit of the Cuban people. Korda’s later work returned to fashion photography, albeit with a revolutionary edge. He continued to explore the intersection between art and politics, creating images that conveyed beauty but were grounded in social and political themes.
Korda’s influence on photography cannot be overstated. His ability to blend art with documentary storytelling allowed him to create images that resonated on a deeply emotional level. His work blurred the lines between photography as an art form and as a tool for political activism. His images of revolutionary leaders and the Cuban landscape remain some of the most iconic representations of 20th-century Cuban history.
In the years following the Cuban Revolution, Korda’s work was displayed in exhibitions around the world, and his photographs were published in numerous books and publications. However, the widespread use of Guerrillero Heroico in posters, T-shirts, and other merchandise often obscured Korda’s larger body of work. In interviews, Korda expressed mixed feelings about the commercialization of the Che image, though he remained proud of its enduring significance as a symbol of rebellion.
Korda passed away on May 25, 2001, while in Paris for an exhibition of his work. His legacy, however, continues to inspire photographers and revolutionaries alike. The iconic image of Che Guevara, with its bold expression of defiance, remains one of the most powerful symbols of revolution and resistance. Korda’s work has come to represent not just the Cuban Revolution but also the broader struggles for justice and equality around the world. His photographs are a reminder of the power of images to shape history and the enduring role of photography as a tool for both artistic expression and political activism.
In the end, Korda’s life and work embody the spirit of a revolutionary artist. He used his camera not only to document history but to shape it, and in doing so, left behind a legacy that transcends borders and ideologies. His ability to capture the essence of his subjects, whether through the lens of fashion or revolution, cements his place as one of the most influential photographers of the 20th century.