As Andy Burnham's ambitions for the top job continue to gain traction, a closer look at his evolving personal style reveals a calculated attempt to connect with voters. Gone are the days of Armani suits; in their place, a 'Manchester clothes' persona has emerged, characterised by Clarks Wallabees and buttoned-up polo shirts that echo the fashion choices of a 'northern indie fella'. This deliberate shift from formal wear to casual attire is not just about comfort or personal taste – it's a carefully crafted image aimed at resonating with a specific demographic.
Burnham has been open about his sartorial evolution, engaging in public discourse surrounding his wardrobe. Following comments from Conservative MP Kemi Badenoch, who likened him to 'a pair of eyelashes and a black T-shirt', Burnham corrected the colour of the garment (it was navy) during a speech at Manchester's People's History Museum – an institution that houses the navy workwear jacket he wore in October 2020, when he criticising Westminster's handling of Covid-19 lockdowns. This choice of attire placed him alongside Michael Foot, who famously wore a donkey jacket.
The use of clothing as a form of self-branding is not new in politics; US politicians like George W Bush and Ron DeSantis have used their wardrobes to communicate identity and regional ties without explicit statements. Burnham's choice of 'normie' staples, such as The North Face cagoules and T-shirts, is seen as a form of 'clothing as outreach', aiming to connect with a broader public.
However, if Burnham were to reach the heights of 10 Downing Street, he might need to adapt his style – potentially requiring him to 'make peace with wearing a tie again'. This raises questions about balancing authenticity and adherence to traditional expectations. The ability to adapt, both in policy and presentation, is crucial for political success; while authenticity is valued, flexibility remains key.
The debate also touches on potential gender disparities in how casual attire is perceived, noting that while male politicians like Burnham can leverage casualness, female counterparts often face criticism – as seen with Angela Rayner's flatforms. This highlights the complex interplay of fashion, gender, and public perception in politics.
Source: UKPulse Media analysis