Key facts
- Andy Burnham is set to become the UK's next prime minister, succeeding Keir Starmer.
- James Purnell has been appointed as chief of staff for Burnham's Downing Street team.
- Burnham's informal style, including T-shirts and selfie videos, contrasts with Starmer's more traditional approach.
- Burnham's campaign and public appearances have emphasized his "Manchester clothes" and relatable persona.
- Polling indicates a majority of adults are unconcerned about Burnham's attire as prime minister.
Andy Burnham is poised to become the United Kingdom's next prime minister, taking over from Keir Starmer. His transition into the role is expected to bring a significant shift in political style, moving from Starmer's more formal, establishment-oriented approach to Burnham's carefully curated, informal "Manchester clothes" brand.
Burnham, 56, who recently won a special election in Makerfield, is set to be appointed party leader and subsequently prime minister. His public persona, often showcased through social media posts and selfie videos, favors a more relaxed demeanor and attire, including T-shirts, which contrasts sharply with the traditional suits associated with political leadership. This approach is seen by some within the Labour party as a strategic move to connect with voters who may feel alienated by the "metropolitan elite."
His campaign and early speeches have leaned into this identity, with references to his "Manchester clothes" and even a playful response to criticism from Conservative Leader Kemi Badenoch, who dismissed him as "a pair of eyelashes and a black T-shirt." Burnham countered by posting a video clarifying his T-shirt was "dark blue actually."
Experts and former political strategists acknowledge the potential risks and rewards of Burnham's style. While it aims to present him as relatable and "meeting the voter where they are," there are concerns it could be perceived as not serious enough, particularly during challenging times. James Lyons, a former communications director in Starmer's Downing Street, noted that politicians have historically used outfits to send messages, suggesting Burnham will likely adapt his dress code when necessary.
Burnham's political identity is also closely tied to his support for Everton Football Club and his long-standing campaign for justice for the victims of the 1989 Hillsborough disaster. Polling data suggests that the public is largely unconcerned about his sartorial choices, with a significant percentage stating that how the prime minister dresses does not matter.