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.
NZ Prime Minister Jacinda Ardern at the launch of The NZ Design Edit at David Jones, Sydney. With models wearing (l-r) Kate Sylvester, Barkers suit and Max.Credit:Brook Mitchell
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.
“If you look at Julie Bishop, she overdid fashion and tried too hard,” Michail says. “With Ardern, the style can represent smart casual, retro and right up to boho. It suits NZ well.”
Ardern’s choices are authentic, according to designer Juliette Hogan, who has just launched her JH Lounge range in Australia and dressed the PM for her first meeting with the Queen. “Jacinda had been wearing our garments for a number of years before she became PM,” Hogan says.
“I think her impact to our business and to the wider NZ fashion industry has been significant. I really admire and appreciate her dedication to championing NZ brands wherever possible both locally and on a world stage.”
Royal inspiration: New Zealand Prime Minister Jacinda Ardern meets British Prime Minister Boris Johnson in London, wearing an Emilia Wickstead dress on July 1. Prince William, Duke of Cambridge and Catherine, Duchess of Cambridge, wearing a cream Emilia Wickstead dress at Old Birla House in Delhi, India in 2016.Credit:Getty, PA
Even surefooted Ardern can occasionally slip on the fashion tightrope in her nude heels, receiving criticism at home for wearing a $2595 Emilia Wickstead dress to meet British PM Johnson in London.
“News outlets were questioning the price while she was meeting Johnson to discuss the UK-NZ free trade deal,” says Dan Ahwa, fashion director of The NZ Herald. “What better symbolic gesture of strengthening that relationship than by wearing something appropriate from a London-based NZ fashion designer?”
A similar dress from Wickstead was worn by Catherine, Duchess of Cambridge, on a visit to India in 2016. Like the much photographed royal, Ardern is adept at promoting sustainability by regularly re-wearing pieces.
“Quality and longevity is key to the PM’s wardrobe, and you’ll be hard-pressed to see her wearing anything from a chain store with a questionable supply chain. The same can’t be said for a male politician who could probably get away with wearing a black, nondescript suit from Shein.”
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