It appears associating politics with something sweeter such as fashion can help politicians gain appeal and at the same time, implement benefits for the ever-increasing industry, especially in the UK. Indeed, as nebulous as it may seem, it is the country’s second largest industry. Its high street sector, including giants Topshop and Next, is amongst the most influential around the world, and brands such as Burberry help promote Brit Mania, ensuring British commerce thrives. In addition, UK design talent, if fostered by the likes of the government, is flourishing. Just take a look at John Galliano for Dior or Jonathan Ive for Apple.For these reasons, Sarah Brown is on a mission to help fashion get recognised as an artistic and cultural endeavour. The aim is to persuade the government to put more funds in fashion institutes and worthwhile events like London Fashion Week which end up reaping cultural and financial benefits in the long run. She’s bringing attention to fashion designers through funding and events, so that they too can receive tax breaks, such as the ones received annually by filmmakers from the British Film Council.
The PM’s wife may not have much of a clue about fashion herself, but she realises that if captured from the right angle, an alliance between British Fashion and Politics can bring about the exact type of positive press that their husband’s party needs rather desperately for the upcoming election.
In the States, we see Michelle Obama engaging in similar tactics. The first lady has attended many Gala dinners wearing Jason Wu, perhaps preventing the small enterprise from collapsing in these economic times. Coincidentally, the small brand has doubled its profit margin in the past year. She’s also often spotted wearing cheap brands such as J Crew which ensure the average woman can still relate to her. She’s seen as saving the economy whilst looking stylish and not succumbing to elitism. Such insidious PR stunts guarantee the presidential couple bonus points.
Similarly in France, Carla Bruni, the model singer turned first lady, has just unveiled a scheme to launch a scholarship program for youths from difficult backgrounds who want a future in fashion. Recent surveys show this particular initiative has already made Sarkozy gain popularity in the suburbs and, at the same time, it actually helps foster the growth of fashion. One might even argue the sole presence of Bruni at his side is enough to contribute to the fusion in question.
It appears politicians and their other halves are attracted to this harmless double entendre. It is clear that such collaboration will not succeed in eliminating the negative attitude concerning the wars in Afghanistan or Iraq, but it might disperse it, whilst upholding the Fashion industry. An entrepreneurial trio, Sarah, Michelle and Carla strike an optimistic and judicious coup de force that may just end up doing their husbands a few favours.
