IN IMAGES, IN PICTURES – Boris Johnson made an impression with an often eccentric but very elaborate style. A relaxed image that served her before turning against him.
Boris Johnson left the head of the Conservative Party on Thursday and many, in the opposition as well as in his own camp, expect him to resign imminently as head of government. The British press overwhelms the one who is still Prime Minister: “Game over», «Curtain for Bozo” or “oily piglet».
While criticism of her appearance or style of dress abounds, this neglected image has not always displeased voters. It was even she who allowed him to stand out at the start of his career.
Still mayor of London, Boris Johnson is gaining popularity on a national scale thanks in particular to a relaxed style. “From the beginning of his studies, Boris Johnson understood that he had a card to play by appearing as the funny boy, who does not take himself seriously. He wants to be different from the others, it’s assumed», explains Tristan de Bourbon, journalist and author of «Boris Johnson, an upset European».
Becoming Prime Minister in July 2019, Boris Johnson maintains this image. Difficult to count the number of times Boris Johnson appeared disheveled in front of the door of 10 Downing Street. A perfectly desired hairstyle, says Tristan de Bourbon. “Many people he has worked with describe him wearing normal hair in meetings. It is only when going out to see the press that he runs his hand through his hair to ruffle it.».
The Briton also sometimes continues to travel by bicycle, a helmet on his head. Strong symbol for the “Mister everyonewho also greets passers-by in the street, chats with them, pats them on the shoulder and cultivates his sympathetic side.
No inflection either when it gets down to negotiations to leave the European Union. Became “Mr Brexit“, in constant talks with Brussels, Boris Johnson endeavors to show that one can be a firm negotiator without having the appearance of it.
His style of dress is assumed even in major diplomatic meetings. A striking example among others: during the last G7 in June 2022. Boris Johnson presents himself there in a suit much larger than all his counterparts. “It is not possible for him to wear tailored suits like Emmanuel Macron or Joe Biden, he would be at odds with the image he has created for more than 20 years.».
But internally, crises follow one another. Starting with confinement in the midst of a pandemic and, with it, the “Partygate”. “Boris Johnson is anything but a partier, but this slovenly image has made it plausible in public opinion that he was able to attend these parties», Comments Tristan de Bourbon. The Prime Minister may argue at length, “it’s too late, her image has overtaken her».
Social crisis with historic inflation, sex scandals in Parliament and in his government…”As soon as problems arise, people wonder if this laid-back puppet image isn’t ultimately hiding a person who isn’t serious enough to handle crises.“, continues the specialist.
«Clown fall“, headlines the daily The Economist after his resignation at the head of the conservative party. A nickname that first served him to win the sympathy of the British before turning against him definitively.
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