Nicola Sturgeon Is In Vogue And Everyone Has An Opinion About It

Nicola Sturgeon, First Minister of Scotland | The Scottish Government

As a devotee of fashion and politics, Nicola Sturgeon’s appearance in UK Vogue is one that I didn’t want to miss.

Dressed head to toe in Scottish designers; Sturgeon declared that clothes are one of her pet peeves, with the constant comments on her appearance intrinsically sexist. Sturgeon is like Marmite- you either love her or hate her, and whatever your preference, she causes debate.

It is perhaps non-Scots who are most interested in Sturgeon. When visiting Edinburgh earlier this year, my hotel was right by Bute House, the official residence of the First Minister located in the historic Charlotte Square. And of course I walked past hoping to catch a glimpse of the individual the Daily Mail coined ‘the most dangerous woman in Britain.’ Unfortunately, I was out of luck.

I’m sure some will find it highly ironic that despite Sturgeon’s comments, she agreed to be featured in the UK’s most influential fashion publication. I don’t view it as a U-turn, although I’m sure many others do. Sturgeon understands the important role of Vogue in British society, and why targeting different and highly relevant publications is all part of a strong media plan. Vogue isn’t all high heels and frilly dresses. The inclusion of agenda setting articles like this one cause debate, and are used to support and spotlight the incredible talent in fashion and other industries that the UK has to offer.

Sturgeon brings home the uncomfortable relationship that many politicians have with their public appearance, and the way in which the media dissects the clothes they wear, their choice of shoes and if they’ve changed their hair. Despite many politicians not publicly wanting to state that they think about fashion, it does feature on their radar, playing a feature role in their personal brand and public persona. Sturgeon understands the importance of using image in politics. Her choice of bright tailored dresses and suits from Scottish designer Totty Rocks is a decisive move that supports a Scottish business whilst using the power of colour to make a bold visual impact.

By appearing in Vogue, Sturgeon is placing herself in front of a wider audience, and one that views fashion as not just a frivolous pastime. Sturgeon is “inured” to the criticism she faces, and any backlash from the Vogue shoot is unlikely to deter her off course.

What are your thoughts on Nicola Sturgeon appearing in Vogue? A wise move, or one which opens her up to criticism?
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