The ‘Bronx Is Burning’ was a one-night art show a few years ago attended by more than 2,500 (Adrien Brody, Naomi Campbell, Carmelo Anthony just to name a few) that exploited the South Bronx’s troubled history and its challenges to rise from the ashes. Flash forward three decades later and New York’s northernmost borough has undergone an image transplant. The South Bronx is finally being celebrated by a flock of entrepreneurs, real estate developers and fashion seekers finding their home in the once burning borough. In our “Let Us Ask You” blog, we talked about Gucci’s ‘Soul Scene’ campaign that paid homage to the borough’s rich cultural heritage and dancing inspiration. That was just one example of the efforts being made now. But, not everyone shares the same enthusiasm. “We don’t need another Brooklyn,” said Roselyn Grullon, partner in Bronx Native, an apparel company. “We don’t want developers to push out the locals and flatten our beautiful, diverse culture.” Grullon’s concern is one of the major issues of gentrification, balancing the old and new neighborhood. Jerome LaMaar, Flora Montes, The Blox TV, Devon Rodriquez and Diego Leon will be just a few names we will be hearing as this rebrand continues. As one of South Bronx’s ambassadors said, “we want to showcase the borough for how it is – the good, the bad and the ugly.” After all, there is something beautiful about imperfections.