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Few things predicted that a politician would be capable of generating a hurricane of sales worthy of

María Pombo,

but

Pedro Sánchez

has become an unsuspected (or not so unsuspected?) style icon. Perhaps such a title is a bit excessive, but the

Joma

coat that Sánchez wore at the World Economic Forum in Davos has sold out. 'Sold Out'. 'Bye, bye.' 'Au revoir'. Although the president is far from being a fashion reference of the stature of

Justin Trudeau,

the truth is that his style has always been applauded for not missing the opportunity to underline his personality and even for having served to send the occasional message. political.

Pedro Sánchez in Davos, with the famous coat.PHOTO:

The importance of the (good) hanger

Román Padín Otero,

doctor in contemporary art and curator of

Teresa Berganza

's concert wardrobe , indicates that these characters, due to their immense exposure in the media, are always very influential. "We cannot forget cases like that of

Jeremy Meeks,

who went from criminal to sexual icon and actor model, or footballers like

David Beckham,

who went from athlete to sexual icon and trendsetter. All of them are phenomena linked to an erotic charge. , that of violence, that of sport and in the case of Pedro Sánchez, that of power", explains Padín Otero, who, apart from the erotic in 'power' key, does not want to overlook the undeniable attractiveness of the politician. "Sánchez is a former athlete who is 1.90 meters tall and weighs 94 kilos. At 51 years old he has an athletic way of walking, a youthful smile, good hair and, of course, he is President of the Government. About his style It is inherent to his body and appearance. He is unique if compared to the physical appearance of the rest of the politicians.

Pedro is the handsome one,"

he clarifies.

In this way, it coincides with the theory of sociologist

Catherine Hakim,

who in her book 'Erotic Capital', explains that the benefits of beauty go far beyond the labor market, courtship and private life. "New studies by political scientists on the electoral process indicate that, all things being equal, attractive candidates get approximately 15% more votes than unattractive ones. Success in elections is a good indicator of the broad social benefits of physical attractiveness, and an alternative to the narrow focus with which economists focus on income as an indicator of success in life," he says.

The construction of a possible style reference

As

Domingo Delgado,

clinical psychologist, image coaching expert and specialist in color psychology, assures, there is already evidence of its influence and impact when it wears very specific and affordable garments. "They are the ones that inspire a specific male audience and although it is new among its namesakes, I think

we need more time

to consolidate the opinion that it can become a

reference for masculine style,"

he warns.

What is clear is that

Pedro Sánchez's wardrobe

always

generates debate,

especially because he not only makes sure to occasionally include those clothes that, due to their prices, are destined to skyrocket his sales, but also an irresistible element:

the mystery.

We say this because it is always said that Sánchez has a

secret trusted tailor,

who is responsible for adjusting the suits to his silhouette and reinforcing the empowerment of his personal image, which has not gone unnoticed among fashion experts in our country. and even outside our borders, where he is nicknamed

Mr Handsome.

By the way, Mr. Tailor, if he is reading us, we must congratulate him for the meticulousness of the patterning of Pedro Sánchez's suits, which also always gets the sizing of his clothes right, something unusual in politics. One more element to his mystery is

Magdalena Pérez,

who is rumored to be his image advisor even though she is in charge of denying it. When the river sounds... does it have style?

Hunger for references

Domingo Delgado believes that Spanish society may be eager to find new male stylistic figures in political environments. "Although aesthetically

it is not always correct,

there is an interesting point in which Pedro Sánchez projects accents of creativity, a slight break with the hegemonic masculine standards when it comes to dressing and an authenticity that appears, fits with the classic standards of men in the dress or not. This feeling of a certain freedom and experimentation provokes glances towards their way of being and lifestyle, regardless of their political ideas," he says before clarifying that although many style icons start out like this, it is not decisive... So if the mysterious tailor is reading us, we recommend that you do not let your guard down.

The president, on January 23, with his 'daring' combination of a blue suit and purple tie.GTRES

One of the reasons why we can say that Pedro Sánchez generates a similar effect to

Letizia Ortiz

in terms of fashion is not only the fact that he sells out clothes, but that they have a specific message. It is no coincidence that the president's coat that has sparked applause and generated sales is a design for only 80 euros, since that affordable price stands out for having been worn in a setting in which he was surrounded by the most important businessmen in the world. As if that were not enough, being a

brand 'made in Spain',

it follows the

keys of the queen's wardrobe,

which always tries to wink at the fashion of our country by being fully aware of the power of her image. Pedro Sánchez's suits also stand out in the images taken for being in colors other than the normative and anodyne black, opting for a certain

characteristic blue

that many claim is the result of a recommendation from political communication specialist

Iván Redondo.

In this way, in the same way that Ortiz's fashion is much more than clothing, since its seams contain intention and messages, Pedro Sánchez also handles the

threads of aesthetics and power like no one else.

Looks on everyone's lips

When it comes to defining his style, Domingo Delgado is clear. "It is defined by

modern masculinity,

creativity in color, disruptive details, unexpected combinations within the classic, experimentation and an intention to

escape from the "renovated classic" look

that is now even demodé. Although I wouldn't say about it either that he is an icon of men's fashion, the truth is that

he does take the risk of being himself,

and that is attractive," he says before clarifying that we still have to wait to see

how he evolves and polishes his style

to be able to distinguish whether he It is a commitment to the present and the future, or whether it is a

unique personal branding strategy

and an intention to stand out for its individuality rather than for style. "In reality, both help position personal image," he adds.

Pedro Sánchez ensures that his looks are always on everyone's lips, and his daring when it comes to choosing colors that escape the usual color spectrum and the way in which he advocates for that modern masculinity to which Delgado alludes make his wardrobe a reference for many. From his intention to erase ties from men's wardrobes, that traditional male formal dress code, to the choice of pink shirts that escape the 'preppy' and 'posh' codes that defined Aznar's, the truth is that the wardrobe de Sánchez serves as a reference for many men, and taking into account his intention to escape the usual codes, we must applaud his stylistic gestures, whether or not we agree with his ideas.

  • Pedro Sanchez