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A critical approach to social representations is particularly relevant in North-South relations as hegemonic representations often reproduce their dominating structures. In this article, I explore potentials for challenging such power inequalities. I argue that the context of fairtrade partnerships can open a space for articulating counter-hegemonic representations of Southern actors. I investigate hegemonic and counter-hegemonic representations of artisans within a Burkinabe-Slovenianfatcat:mwwnsn7o6fhuzi3xbuy2fmaqay