Josephine Baker used her life to build a brand, “her life was her stage.”

American-born dancer Josephine Baker redefined beauty as a Black entertainer in France during the roaring twenties, she created a brand around her persona and possessed control over her image. The Black Venus captured the essence of the French nightlife, with her famous banana skirt hypnotizing viewers across Europe.

She received 40,000 love letters and 2,000 marriage proposals, Baker was in high demand. Although her body was how she gathered the crowd, Baker captured their attention by her vivacious lifestyle up until her life ended on April 12, 1975. Baker made Black culture attractive, during a time where the collective community was considered unfavorable.

Born in June 1906 in St. Louis, Missori, Freda Josephine McDonald grew up in humble beginnings. She began touring with a dance group when she was 16, Baker eventually moved to New York in 1923, making her mark as one of Broadway’s Chocolate Dandies. There she became aware of her personal image and its charm on her viewers.

 A couple of years passed, Baker found herself performing at the Théâtre des Champs-Élysées in France. In the La Revue Nègre, she introduced her Danse Sauvage and stole the hearts of all French men in the room, in her time of fame, her legacy went viral, spreading across the world.

Besides her curves, dance moves, and “dark skin,” the banana skirt Baker wore during her performance was provocative and brought attention to a new fetish–the rear end. The skirt would see many different renditions over a 10-year span.

Baker was fully aware of the viewer’s desire of her, she intentionally played into the “exotic” fantasy that was growing around Black culture. Her consciousness was described as having a “third eye,” by seeing herself as a brand.

She sold ‘Bakerskin;’ a skin darkening lotion and ‘Bakerfix,’ a pomade that made a lot of her wealth besides her music-hall performances. Baker played up her “exotic” role, dancing with carefully placed necklaces and pearls, causing a scene wherever she went. When reflecting on her life, one of Bakers’ sons, Jean-Paul Baker said, ” Her Life was her Stage.”

French critics would define her style as “priminitive,” Baker responded in her autobiography. She acknowledged that she was tickled by the reports about her show, “Primitive instinct? Madness of the flesh? Tumult of the senses? ‘The white imagination sure is something,’ Baker continued, “when it comes to Blacks.” Baker was painted to be seen as coming from the jungle, but the American dancer knew she was from Missouri. (Rose, Jazz Cleopatra, 81.)

The St. Louis native didn’t hide from the injustices happening domestically and internationally, she refused to perform in states that had segregated audiences, carried out espionage activity for the French resistance, and hid Jewish refugees when they were under siege. Baker received French merit, which included the Medaille de la Resistance and the Legion d’Honneur.

Baker created her own life, living in a 24-room mansion with a pet cheetah named Chiquita. She adopted 12 children, each having a different ethnic background, Baker called them her ‘Rainbow tribe.’ She created a life of her own, her legacy and political influence continue to echo in fashion and the freedom to portray sensual personas in present-day; for example, she was the inspiration behind Rihanna’s 2014 “naked dress” Riri wore during the CFDA Fashion Awards. Baker showed the real power behind female celebrities taking hold of their image and narrating their own intimate stories.