Open Access

This article examines the appropriation of the slogan ›Black is beautiful‹, which had its origins in the US Civil Rights movement, by the West German Christian Democrats in the 1970s – and thus by a party led by white men. The analysis brings into conversation histories that have mostly been treated separately: the political history of the Federal Republic and the Christian Democrats; the history of political chromatics and political communication; and the history of racism and anti-racism in Germany after 1945. While the focus is on a specific election campaign that ran from 1972 to 1976, the aim is to address larger issues: the first decade of the Christian Democrats in opposition at the federal level and their struggle to appear ›modern‹ in a period of rapid change; and constructions of race in a society that had banned the word ›Rasse‹ from its political vocabulary. One conclusion is that the ›Black is beautiful‹ campaign was in many ways a typical product of the Federal Republic in the 1970s. The ways in which the Christian Democrats dealt – or did not deal – with ›race‹ in this instance reflects a general reluctance among West Germans to acknowledge the more subtle forms that racism has taken since 1945, other than state-sanctioned discrimination.