How Jacinda Ardern is winning at fashion diplomacy

New Zealand Prime Minister Jacinda Ardern’s approach to fashion diplomacy is as smart as it is casual. Wearing a prim Emilia Wickstead dress to meet British PM Boris Johnson, smiling alongside talk show host Steven Colbert in a hot pink Juliette Hogan suit or greeting US President Joe Biden in a demure print dress, the leader looks at ease.

Ardern usually lets her choice of NZ designers speak for themselves, but wearing a pink pussy-bow blouse she briefly talked fashion at the Sydney flagship of David Jones today.

In partnership with New Zealand Trade and Enterprise, the department store has created The NZ Design Edit, showcasing some of Ardern’s favourite brands, including Karen Walker, Kate Sylvester and Marle.

“The products that we are showcasing today from Aotearoa, NZ are rooted and grounded so firmly in our nation, who we are, our culture, our heritage, our values,” Ardern, 41, says. “NZ has a rich design culture, and we would like to think that it’s among the best in the world.”

“There is a unique perspective that New Zealanders bring that’s fresh and constantly challenging convention.”

That challenge to convention fits Ardern like a pair of Walker’s signature black trousers. Alongside US politician and Met Gala attendee Alexandria Ocasio-Cortez and Finnish PM Sanna Martin, she is willing to expand the traditional political uniform beyond power suits.

“Arden’s image represents a freshness and vitality and speaks strongly to her local constituents,” says branding specialist Jon Michail, chief executive of Image Group International. “She has cleverly attracted international acclaim during her time as PM making her a great political brand.”

Ardern beat In Style digital cover star Anthony Albanese to fashion glory by nearly three years with prime placement on British Vogue in 2019. Since the smart Zegna suits of former PM Paul Keating attracted criticism in the nineties, Australian politicians have been wary of overt interest in fashion, except for former Foreign Minister Julie Bishop in her designer heels and Carla Zampatti dresses.