The Emperor's New Clothes

Politicians use a carefully constructed dress sense to send out targeted messages and build a distinct image

- Vineetha Mokkil

WHEN Narendra Modi went on an official tour to China at the start of his first term as prime minister, the photos released on his feed went viral. A stylishly dressed Modi—sporting kurtas, churidars, desi jackets, and swanky sunglasses shot selfies with the Chinese premier Li Keqiang; posed for pictures indoors and under bright blue skies. Modi’s selfie with Li Keqiang got over 31 million hits on Weibo. When Modi moved on to Mongolia, he was photographed wearing a long, flowing Mongolian robe, with a fedora perched on his head. As photos poured in, a leading Indian newspaper gushed: “Move over Tom Cruise. Modi is the new Top Gun.”

Since then, the spotlight has never stopped shining on the prime minister’s wardrobe. His collection of hats has been written about countless times. The short-sleeved kurta he sported regularly was christened the Modi kurta. Commenting on his dress sense, the hard-to-please New York Times fashion blog declared: “Mr Modi stands out. Literally and strategically”.

Anyone who reads a newspaper or magazine or browses the Internet knows by now that the nationalist leader prefers traditional clothing made of typically Indian materials—silk and cotton. The PM’s watch may be Movado and his glasses, Bvlgari, but his clothes display his Indian roots. Costume designer and screenplay writer Shama Zaidi says Modi has a “natural inclination” for clothes. “His outfits are impeccably tailored,” she points out, “and the way he dresses often makes other politicians around him look sloppy.”