As They See It

Indian politicians are using image and personal style to woo voters, according to fashion commentators. In a break with the past, when candidates wore austere white kurta pyjama, a new wave of younger politicians are sporting Gucci shoes, Nike trainers and “ethnic chic” clothes. The older generation are also taking meticulous care over what they wear…

Anaita Shroff, fashion editor of Elle magazine in India, said: “Our politicians have started to use fashion as a weapon. Their image has become a part of their political strategy.” The PM, A.B. Vajpayee, campaigns in a kurta-dhoti (long shirt with skirt-like bottom) and a waistcoat. His advisers hope this outfit will make him appear statesmanlike and, more significantly, of Indian origin unlike his rival, Sonia Gandhi.

Mrs Gandhi has gone to great lengths in her choice of saris. She has worn local saris from the region in which she is campaigning. Shroff said: “Her sari is tied in a very fixed, tight anddisciplined manner. It suggests she is in control.”

Her right-hand man, Manmohan Singh, the former finance minister, wears Nike trainers on the campaign trail. In his 1991 budget, he radically opened up the Indian economy to foreign investors. Shroff said: “Perhaps he is reiterating this message by wearing foreign shoes.”

Ram Vilas Paswan has been seen in Gucci shoes. An observer said: “It is a statement of achievement. He wears expensive shoes to show his lower caste supporters what can be done.”