3 Image Making Take Aways from Ukrainian President Zelensky’s U.S. Visit
In the ten months since Russia invaded Ukraine, President Volodymyr Zelensky has rarely been seen in his politician’s uniform - a navy suit, crisp white button-front shirt, tie and dress shoes. Instead, Zelensky chooses to face all public officials and his people, wearing an olive green crewneck shirt, cargo pants and boots. So it was no surprise when the Ukrainian President showed up at the White House on Wednesday in his typical outfit. Whether Zelensky’s visit to Washington and powerful plea for financial support yields real results, it was a reminder of the power of image-making. And like I always say, image matters. Here are three image-making take aways from Zelensky’s U.S. visit.
Even the most basic clothes can send a message. President Zelensky’s clothes are a reminder of wartime in Ukraine, where people are fighting for freedom. Standing beside President Joe Biden and First Lady Jill Biden, the Ukrainian President sported an olive green shirt with the Ukrainian coat of arms stitched onto it, green pants, and brown boots. As the face of a nation in conflict, Zelensky has to remain steady and strong and he does this, partially, through his rugged but predictable appearance. Opting out of business casual clothing, Zelensky chooses to face all public officials, and his people, dressed the same way. No doubt, Zelensky's olive green outfits will forever be synonymous with strong leadership and determination.
Know your audience. Zelensky knows his audience. He peppered his address to lawmakers with references to American history, from the critical Battle of Saratoga during the American Revolutionary War to the Battle of the Bulge in World War II. The Ukrainian leader also delivered his address in English, a purposeful choice he decided ahead of the speech.
Zelensky’s look (including the heavy beard he now wears), was designed to remind people around the world that he is the leader of a nation in the presence of a wartime leader. While some people have been critical of Zelensky's attire, believing it to be too casual for the president of a country, I find it inspiring to see a person of power wear the same clothes as his people.
Display showmanship. A former showman/comedian, Volodymyr Zelensky’s charismatic speech sought to harness Americans’ emotional response to his country’s suffering using talking points the included, “In two days we will celebrate Christmas. Maybe candlelit. Not because it’s more romantic, no, but because there will not be – there will be no electricity” and “Your money is not charity. It’s an investment in the global security and democracy that we handle in the most responsible way.” By the conclusion, members of Congress were cheering, singing and waving the Ukrainian flag high reiterating Zelensky’s ability to inspire others into action and to instill deep levels of commitment, trust, and satisfaction.
