The body partially disrobed as a visual strategy for self-branding is the theme of this article. During Fascism, photography, in synergy with the communications industry ante-literam, was an essential part of the construction of the cult of the leader that transformed the figure of Mussolini into an icon. Mussolini’s partial nudity is considered here as a powerful political tool. The Duce, in anticipation of our celebrities today, did not hesitate to undress and display his torso in what Valerie Sperling calls ‘iconic public-relations stunts’ that were both exhibitionistic and voyeuristic (Sperling 2014, 21). Deconstructing the visual language of Fascist propaganda that made the man into a myth, this article illustrates the most iconic aspects of Mussolini’s visual strategy, demonstrating his innovative capacity to take advantage of a modern attitude towards self-representation, similar to that adopted by today’s heads of state.
