‘Dramatic changes’: Inside Labor leader Anthony Albanese’s bold new look
Anthony Albanese has dropped 18kg, picked up a sleek new wardrobe and is on a mission to show Aussies the real him. But will it be enough?
Federal Election
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Anthony Albanese’s recent glow up has been a major focus of the election campaign so far.
After dropping 18kg and picking up a brand new wardrobe along the way, the Labor leader’s more polished look has sparked a string of headlines – and even attracted a thinly-veiled swipe from the Prime Minister himself.
But what’s really going on behind the scenes – and will it be enough to endear himself to cynical voters come May?
Inside Albo’s sleek new look
For years Anthony “Albo” Albanese has presented himself as a down-to-earth, working-class kid come good after being raised by his much-loved single mum in a humble council flat in Sydney’s inner west.
A lover of dogs, music and the South Sydney Rabbitohs – as well as socially progressive causes – Albo has always come across as unpretentious, the kind of regular Aussie bloke you’d like to have a beer with down at the pub.
Then, in 2021, he was involved in a serious car accident after a teenage driver slammed into his vehicle, sending the Grayndler MP to hospital and leaving him “shaken”.
While he was not seriously hurt, Mr Albanese has credited the near miss with inspiring a new focus on his health, which saw him shed 18kg.
But he’s also picked up a sleeker wardrobe with new suits and glasses along the way, resulting in a fairly dramatic new image as Australians prepare to head to the polls next month.
Public relations expert Nicole Reaney told news.com.au Albo’s new look was likely part of a wider strategy designed to broaden his voter appeal.
“The health shift and new glasses projects more of a corporate image rather than ‘middle of the road suburban guy’ and is a direct counter to Scott Morrison’s claim he is a ‘blank page’ and inexperienced in the boardroom,” Ms Reaney said.
However, she said it was a clear contrast to his previous image as a “regular guy from the burbs”.
“Critics are likely to question authenticity and the reason for the change,” Ms Reaney said, but added that “as long as he stays true to his values, he can maintain and increase his appeal to win over new votes”.
“Certainly, as soon as someone makes dramatic changes to their appearance, people question the agenda behind the shift,” Ms Reaney continued, adding that “interestingly, it’s is usually females that face the public critics of a new look”.
But she added that interest in appearances tended to be “short-lived”.
“Active campaigning and communication is the higher priority,” she said.
“Voters will want to understand him as a person, what he stands for, the changes he will bring and how he could be the better option over the existing government, who has led the country through major transitions during the pandemic.
“ScoMo retains the ‘Scotty from Marketing’ image while attempting to project himself as a family man and dad. Anthony’s look is an attempt to more closely meet his corporate competitor.”
Will Albo’s strategy pay off?
Deakin University political expert and analyst Dr Geoffrey Robinson told news.com.au he believed Labor had underestimated Scott Morrison last time around, and that Albo’s campaign strategy was designed to avoid making the same mistake.
“While judgments of Morrison have dropped quite a lot, he is still generally well liked – probably more well liked that you would expect, given his poll ratings,” Dr Robinson said.
“There’s an aspect there of wanting to present an ‘everyman’ image that Scott Morrison has been successful doing.”
Dr Robinson said Mr Albanese would be taking steps to avoid seeming like an “insider Labor politician” as former leader Bill Shorten was criticised as being, with recent “soft” media appearances such as his glossy Women’s Weekly feature and 60 Minutes interview designed to show Aussies the real Albo.
“Although we now know Morrison is a pretty ruthless insider politician, he’s pretty skilled at presenting himself as not being like that, and Labor has learnt from that,” Dr Robinson explained.
“It’s always a bit difficult for Opposition leaders to present themselves … people could say it’s a bit staged and forced but in my opinion, with Albo you can judge him as a fairly straightforward person, and what you see is what you get.”
Dr Robinson said the Prime Minister’s recent dig at his opponent’s appearance – after declaring to reporters that “I’m not pretending to be anyone else” and insisting that “what glasses you wear … that doesn’t make you a Prime Minister” – was “forced” and that Albo’s decision to open up about his health journey was sound.
“It’s mostly a good strategy to rely on personal stories … every middle-aged guy seems to say they’ve had some kind of a wake-up call about their health – I sometimes feel that way myself – and I don’t think it will do any harm,” he said.
“I think you can say Albo’s campaign strategy has been pretty successful so far, it has been a small target strategy that tries to avoid making Labor policies an area of controversy.
“People tend to like Labor policies on health and education. The biggest problems for Labor are usually the vibe and the style of leadership … and I think they’ve worked hard to correct that.”
Dr Robinson said he didn’t expect any radical changes to Labor’s campaign, and that the ALP would likely continue to play to the party’s strengths – although there was one area where Mr Albanese’s campaign fell short.
“Once criticism is they are not really trying to appeal to a vibe of change – Kevin Rudd was actually quite cautious, but he pushed the line that we needed change and he was the man to do it. Albo is not really doing that, but I think it will still be enough to get them across the line,” he said.
“The government has strengths and I think they will close some of the gaps as the election approaches, but I don’t think they will close the gap enough to win.”
Originally published as ‘Dramatic changes’: Inside Labor leader Anthony Albanese’s bold new look
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