Longtime WWE photographer Tom Buchanan says he was shocked and offended at an idea Vince Russo had for a 1998 WWF Magazine cover shoot featuring DeGeneration-X (DX).
DX was at the forefront of the Attitude Era, a chapter in WWE history that was all about pushing the limits, testing boundaries and often times, crossing the line. WWE programming featured antics that were “edgy” to say the least and would no longer be socially acceptable.
According to Buchanan, Vince Russo came up with an idea for DX’s WWF Magazine cover shoot that he refused to carry out. In the end, Russo’s “out there” concept never saw the light of day, but we now know what he intended to do.
If you know anything about the Attitude Era and the type of humor that was popular at the time, you probably won’t be shocked to learn the proposed ‘punchline’ relates to the late WWE Hall of Famer Chyna’s gender identity.
DX, The American Flag & Chyna’s…
Here’s the full story Buchanan posted on Facebook:
“In life there are battles you win, battles you lose, and battles that are negotiated to an uncomfortable settlement.
In the late 1990’s WWF was getting very edgy, and that was especially so in the magazine division under the direction of Vince Russo. We started publishing RAW Magazine in 1996 with the general concept that it would be a “shoot” oriented publication for a mature audience seeking the edge of edginess, and the legacy WWF Magazine would be a “work” publication for a family-type readership.
So I was troubled, really troubled, when Russo said we would celebrate United States Independence Day by putting Degeneration-X (DX) on the cover of the July 1998 WWF Magazine, and then presented his creative vision for the image. In his mind the five members of DX would be positioned behind a big American Flag with Chyna dead center. The American flag would cover their midsections but leave their bare shoulders exposed, and they’d be wearing old style white judicial wigs. At the bottom we’d see their bare legs in goofy slippers. The center of the American Flag would be right bellow Chyna’s belly button, and we’d position a piece of wood poking against it from behind, giving the impression that Chyna was sporting a giant erection while surrounded by naked men.
I found the entire concept offensive, and told Russo straight up that I wouldn’t shoot it, which was an almost unheard of flat-refusal. That turned into an ugly shouting match in the second floor hallway of Titan Tower, and we both had to back off and let the temperature cool for a bit. Within a day or so I had calmed down and could articulate specific concerns about desecration of the American Flag and the grotesque insinuation that Chyna had a penis. Plus, this photo was planned as the cover of a family magazine that lived or died with newsstand sales, which required that big distributors be willing to carry the magazine, and that shopkeepers in the American heartland be willing to display it openly on their magazine racks.
We fought hard. Eventually Russo agreed that we didn’t need to use a current American Flag, and could substitute the Betsy Ross flag. That helped, but he still insisted on the simulated nudity and the erection gimmick. That was a no-go for me, but I agreed to ask freelancer Rich Freeda if he would be willing to shoot the picture.
I checked in with Rich and gave him a no-penalty option of refusal, with a commitment that I’d take the heat. Rich was also uncomfortable, but he was willing to do the shoot as long as I was there to negotiate with Russo and the talent. I quietly worked with our art directors to come up with softer alternatives in case the whole shebang blew up on set, and then we scheduled the shoot backstage at a TV event. My recollection is that none of the talent were bothered by the flag, but Chyna balked at the simulated nudity and the insinuation that she had a penis.
I grabbed Russo, and after talking it over with me and Chyna, and Rich Freeda, he reluctantly agreed that Chyna could be in front of the flag, dead center, looking tough, while the seemingly naked guys were being smug and goofy behind the flag. And that’s the way Rich shot the photo, as I looked on, still not happy with the image, but knowing I had at least softened it from the original plan and brought us to an uncomfortable settlement.”
The Final WWF Magazine Cover
Here is the WWF Magazine cover in question, which was a toned-down version from what Vince Russo originally envisioned:
