Modi à la mode: Narendra Modi’s fashion and the performance of populist leadership

Examining the Indian Prime Minister Narendra Modi's performative approach to politics, this study offers an interpretation of populism as a style governing. Central is visual appearance populist leader, heavily coded by their manner dressing. The article analysis ways in which uses fashion and clothes articulate three fundamental features leadership: appeal identification with people, anti-elitist discourse, presentation leader saviour. I call these performance ordinariness, difference extra-ordinariness. demonstrates how, employing various polysemic sartorial choices, Modi’s modulated has been critical his electoral success broadening Bharatiya Janata Party (BJP).