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Updated Dec 28, 2014 at 05:53PM EST by Brad.

Added Nov 21, 2013 at 02:21PM EST by Don.

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#ArmaniCaptions is a Twitter hashtag accompanying various photographs of black celebrities who are intentionally misidentified as another seemingly unrelated black actor of the opposite gender, in a similar vein to troll quote image macros. The hashtag was adopted by the Black Twitter community in November 2013, after the Italian fashion house Armani shared an Instagram photograph confusing actress Alfre Woodard with actor Idris Elba.


On November 18th, 2013, the official Armani Instagram[10] feed posted a photograph of actress Alfre Woodard at the 5th annual Governors Awards (shown below). After several Instagram users pointed out the error, Armani amended the caption.

1055 Likes armani ldris Elba posing in a gorgeous Giorgio @armani dress at the 5th Annual Governors Awards ARMAN


Immediately after Armani shared the photo, the African American culture blog The Root[9] published an article containing a screenshot of the gaffe, criticizing the fashion company for confusing two black people of different sexes. On the same day, Twitter users began tweeting photos of intentionally misidentified black celebrities with the hashtag “#armanicaptions.”

In the coming days, several news sites reported on the Armani Instagram incident, including The Grio,[5] Vibe,[6]UpRoxx,[8] Complex,[2] Jezebel[3] and IBI Times.[4] According to the Twitter analytics site Topsy,[1] tweets containing the hashtag reached over 12,200 mentions on November 16th (shown below).

November 18th 12,248 Tweets per day: #arman!captions October 22nd November 21st @fingerstinger. RT @uLuvDJ: Lil Wayne looks stunning tonight #Arman|Captions http://t.co/LenGK0OUNZ 15K 12K 10K 7.5K 5K 2.5K 10/22 10/25 10/28 10/31 11/3 11/6 11/9 #armanicaptions 14,111 ANALYTICS BYTOPSY

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