How politicians use styling to win hearts (and votes)

In South Korea, what presidential candidates are wearing is a hot topic.

People use fashion to express themselves. Many of us think carefully about what we put on and how others will view our outfits, whether we choose an iconic hat or a monochrome look. But for politicians and their spouses, every look is carefully calculated to send a specific message.

South Korea is having a snap election which means that image consultants are quietly shaping the new public faces of leadership, from tie colours to jumpers to hairstyles. Yoon Suk Yeol was removed from office for putting the country under martial law for six hours in December. Polls have placed Lee Jae-myung of the main opposition Democratic Party as the frontrunner among six candidates, followed by Kim Moon-soo from the ruling PPP.

We chat with Rachel Lee from our team in Seoul - she’s been speaking to some of those image consultants about what they do. Also, Stacy Wasiche, a fashion blogger from Kenya, runs us through the latest political fashion trends and how it’s different depending on what country you look at.

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Presenter: Hannah Gelbart

Producers: Mora Morrison and Emily Horler

Editor: Harriet Oliver