French candidates bank on wardrobes to get political message across
paris — Do voters judge a book by its cover? France’s presidential candidates certainly think they do, and more than ever are trying to get their political message across through their wardrobes.
With unemployment and economic woes topping voter concerns ahead of France’s two-round April 23 to May 7 presidential vote, candidates have vied for the most onmessage branding.
Centrist candidate Emmanuel Macron wears suits that cost about 350 euros ($370) from a small Parisian retailer. Whether political calculation or lucky coincidence, the move nicely contrasts with scandal-hit conservative candidate Francois Fillon, accused of elitism for exorbitantly-priced suits paid for by donors, including 13,000 euros ($13,800) for two recent suits.
Far-right candidate Marine Le Pen favours somber suits as she evokes threats against France and takes a hard line on security and immigration.
On the other end of the political spectrum, far-left firebrand Jean-Luc Melenchon cultivates a tie-free image in an election shaped by anti-establishment sentiment — and jackets that evoke communist leaders.
And car factory worker Philippe Poutou, a far-left candidate who took just five weeks off work to run for president, stole the show at the last presidential debate with his messy hair, baggy sweater and sharp tongue that made him look like an “Average Joe” speaking truth to power. Striking the right visual tone is especially crucial in France, capital of the cosmetic and fashion industries, and whose Parisian salons have set global style trends for centuries. Twitter, Instagram and other social media make a good presidential image more important than ever. Fillon, 63, took a major blow in the polls over accusations of corruption that were aggravated by a report that he allegedly accepted gifts of designer suits worth more than 48,000 euros ($52,000). That fueled perceptions he was out of touch with ordinary French voters, many of whom are struggling. —