perhaps you should lose that suit & tie
Politics has a lot of unofficial uniforms.
Bright coloured pantsuit with heels? Gen X woman, professional mode. Same suit, white sneakers? Millennial woman, ready for anything. RM Williams, chinos, blue shirt? Male politician, going bush. High-vis and hardhat over business wear? Someone wanting you to know work is getting done.
These looks are so encoded into our collective subconscious that they've become a signal — and not always a helpful one. When your outfit says politician before you've said a word, you've already given a portion of your audience permission to scroll on.
The smart ones have figured out that shedding the uniform is one of the most effective moves to stop the scroll. Here's what that looks like in practice.
more pitbull than politician
Check out these reels - which one are you more likely to watch?
Both reels have been posted by UK politician Jonathan Hinder, who is barely recognisable in the Council Tax reel. The abrupt change in his appearance, and delivery, compared to his previous content means you clock him as a human and hear his argument, before you realise he is a politician. That delay in recognition - it’s enough for him to get his message in and capture attention.
dressing down to blend in.
When you show up on someone's feed in full politician mode, jacket, official backdrop, serious face — you've already told them what they're about to get. A statement. A talking point. Something they’re probably not that interested in. Which is why casual messages filmed when you look off-duty can be a really effective format.
Clare O’Neil is regularly sharing reels captured in casual clothing while she’s doing tasks around the home. The setting, the clothes, the casual framing - all signal that this is a yap with a friend - not an official message. The vibe is similar to what her audience expects from mum-influencers or even their friends, so it blends in to their algorithm more seamlessly.
The same goes for those reels captured mid-workout. With aesthetic runners, run clubs and workouts taking over our feeds - a politician in running gear blends in long enough to share a message, while also saying, I’m just like you.
standing out to stop the scroll.
Then there's the other approach entirely — the deliberate costume. The point isn't to trick anyone. It's doing the unexpected to break the pattern and stop the scroll. It can be a cheeky nod to the audience that you know you look ridiculous - but that’s the job.
Check out Andrew Powell in medieval regalia, or Sarah Hutton cycling through industry outfits to promote work experience. By donning something unexpected, or slightly ridiculous, it demands attention and embraces the cringe.
Self-awareness is underrated in political comms. Audiences who've watched politicians take themselves too seriously for too long respond extremely well to someone who visibly doesn't.
Which brings us to Jo Palmer, who went viral with her Sportsgirl pants. Sharing a light hearted conversation with a journalist about some stylish, yet affordable pants was an unplanned media moment that got a lot of attention. While this didn’t help Jo share a message or policy point, it did allow her to share her personality and raise her profile.
so do I dress up or dress down?
Like everything it depends on your audience and intent.
Just be aware that clothes prime your audience. The jacket signals authority and distance. The hoodie signals accessibility and candour. The costume signals self-awareness and a willingness to be ridiculous in service of a point.
None of these are wrong — but they're all a choice.
