From monogrammed bags to designer specs – the campaign trail may have only just begun, but we’ve already seen quite the sartorial display from top politicians.
Less than two weeks ago, Rishi Sunak called a snap election. And with just over a month to go before polling day, both he and the leader of the opposition, Sir Keir Starmer, have been putting the work in, traipsing across the country to win votes.
On the campaign trail, both prime ministerial candidates have gone for somewhat… relaxed looks. But don’t let the zip-up jackets and the backpack nonchalantly tossed over one shoulder fool you – there is a little more effort being placed into these ‘fits than first meets the eye.
First take the Labour leader. During a visit to Brighton, Starmer opted for a simple, lightweight hooded jacket – and, with the sea breeze and non-existent British sunshine, who could blame him? But look a little closer and you’ll see that the outerwear is actually a £519 Sandro Orion item.
Given that at the time he was discussing with voters his stance on the current cost of living crisis, NHS cuts and the price of energy, the Labour leader has drawn criticism from the public.
According to personal stylist Oriona Robb, this was perhaps not a smart move on Starmer’s part. ‘On one hand, the zip-up is a staple of casual, everyday wear – often associated with affordability and approachability.
‘However, the luxury brand price tag stands in big contrast to issues being addressed on the financial difficulties impacting many families.’
She adds: ‘This choice highlights a gap between political rhetoric and personal lifestyle, potentially undermining the credibility of his stance on economic hardship.’
When it comes to this particular sartorial decision, Oriona suggests that Starmer could have chosen a well-made, reasonably-priced hoodie or jacket from brands like Uniqlo or Next. ‘This would have reinforced his message and offered practicality.’
Six days after this outing, it also emerged that Starmer had received almost £20,000 from former ASOS chair, Waheed Alli, to be used for ‘work clothing’ and ‘multiple pairs of glasses’.
The donations from the peer, who sits in the House of Lords and has also worked with fashion brands Koovs and Chorion in the past, were made on the 17 and 29 April.
Oriona comments: ‘While investing in personal presentation is not unusual in the political arena, the scale of this transformation is substantial. In my opinion, Starmer should instead focus on achievable grooming and style improvements that resonate with the public, such as getting well-fitted suits from mid-range brands like M&S, and maintaining a polished yet accessible appearance.’
Of course, Starmer isn’t the only politician repping pricier garments. On his way to Penzance in Cornwall, Sunak wore a £750 Tumi backpack – with his initials ‘RS’ monogrammed on it.
While for the most part the Duchy is relatively wealthy and it has received more EU funding than any other area of the country, the coastal town that Sunak was visiting has long been one of the nation’s poorest areas.
‘This is another example of the dissonance between a politician’s image and the reality of everyday life,’ Oriona says. ‘Although the backpack may be seen as a casual accessory, the price tag means it is far removed from what your average commuter would wear.’
She suggests: ‘Instead, Sunak could have opted for a high-quality yet affordable brand, such as Jansport or Herschel, which would convey practicality and relatability – without sacrificing style.’
Of course, it should be said that the Prime Minister has previously been called out for both expensive and affordable fashion choices.
In 2022, Sunak was lambasted over his decision to wear a pair of £490 Prada loafers on a construction site in Teesside – because nothing says ‘man of the people’ better than designer mules. But, hey, maybe we should lay off his blue (well, brown) suede shoes?
Most recently, the internet got the collective ick when Sunak donned a pair of Adidas Sambas (which usually retail at around £90). The trainers, which have become the unofficial London Uniform, fast went out of fashion – and even prompted an apology from the PM.
Maybe they’re damned if they do and damned if they don’t when it comes to fashion, but it’s clear that there is a link between what you wear and the message you’re trying to put out there to voters.
Yes, politics is much more than who wore what – but fashion is also a form of personal expression. Usually, in Westminster anyway, it’s also a strategic move. So, if they really want to win the hearts and minds of the nation, maybe they should steer clear of fancy labels and dress like us ordinary folk?
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