But (V)olodymyr (Z)elenskyy and wife, Olena (Z)elenska have a lot of time on their hands and they could still pose for photos and made it into the pages of Vogue magazine.
And users took to Twitter to question the seriousness of the Ukrainian president, suggesting his battle to protect the country is just a front.
As @LivePDDave1 tweeted: "Somehow Zelenskyy finds the time to shoot Vogue covers, attend Bono concerts and hang out with Ben Stiller. Some "war" he's got going on over there!"
Many simply found the Vogue cover to be in poor taste, given the nature of the glossy high fashion magazine, compared to the gruelling reality of life for Ukrainians on the ground or those fleeing the war-torn country.
Michigan State University's Professor Anjana Susaria who studied (Z)elenskyy's communication tactics over the past five months argues that his video messages were succeeding in rallying support for Ukraine.
"It was someone we could relate to. He looks like any of us. That's what made it so powerful", she said. "The authenticity and immediacy of his messaging were extremely effective in bringing in international support".
Speaking to Euronews, she added: "The contrast between 'I am one of you're versus suddenly 'also I have time to do these glamorous things'... I can see why that would be upsetting to people because suddenly the contrast is too jarting".
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