For the last 18 months, Rahul Gandhi has been seen mostly in a white T-shirt and cargo pants, despite requests from alliance partners to change his attire. This deliberate choice of clothing raises the question: What exactly is Rahul Gandhi trying to convey with his outfit?
Rahul Gandhi’s white T-shirt and cargo pants have been his staple look since the Bharat Jodo Yatra began in September 2022. The march may have ended, but his smart-casual look has persisted. The white T-shirt, semi-formal yet accessible, appears to be a calculated decision rather than a casual afterthought.
“Leaders often use their attire to communicate their image before they even speak,” says Dilip Cherian, an image guru and veteran PR expert. From Alexander the Great to modern-day politicians, clothing has always been a powerful symbol.
So, what message is Rahul Gandhi trying to send with his white T-shirt? In a political landscape where the BJP’s nationalism, welfare, and Hindutva politics dominate, Rahul’s choice of attire seems to be a strategic move to project a specific image and connect with the public. His white T-shirt suggests simplicity and transparency, qualities he wants to be associated with. This choice also ties into a larger narrative of identifying with the common man.
Rahul Gandhi’s adherence to his white T-shirt and cargo pants, despite requests to switch to more formal attire, underscores his commitment to this image. This look, reminiscent of his father Rajiv Gandhi’s sartorial choices, aims to connect with the youth, both urban and rural. As Dilip Cherian notes, “He is making a conscious effort to reach out to the youth.”
The white T-shirt’s significance goes beyond its simplicity. It has roots in the Nehru-Gandhi family’s tradition and the broader context of Indian politics. White, a color historically associated with purity and simplicity, became prominent in Indian political attire through Mahatma Gandhi’s khadi movement. The Nehru-Gandhi family continued this tradition, with each generation adding its own touch.
Rahul’s sartorial choices also reflect a broader trend in Indian politics, where clothes are used to craft a brand image. His uniform look contrasts with PM Modi’s region-specific attire, which changes based on his location. Rahul’s consistent choice of a white T-shirt and cargo pants signifies unity and approachability.
Maintaining the pristine white of his T-shirt, despite the rigors of campaign trails, is no small feat. Yet, it adds to his image of a hands-on, approachable leader. His choice to wear a T-shirt in cold weather, inspired by an encounter with three shivering girls in Madhya Pradesh, further reinforces his commitment to this image.
While some might question the practicality of a white T-shirt in the dusty campaign environment, Rahul’s choice resonates with the working-class youth across India. It reflects a shift towards a more relatable, everyday look, breaking away from the traditional attire of Indian politicians.
Rahul Gandhi’s consistent attire choice has become a recognizable part of his brand, much like Modi’s kurta and jacket. As he continues to campaign in his white T-shirt and cargo pants, it remains to be seen whether this look will become as iconic as Modi’s signature style. For now, it serves as a powerful tool in his effort to connect with the masses and project a new image for the Congress party.
