Key facts
- Andy Burnham is set to become the UK's next prime minister.
- Burnham plans to scrap David Lammy's proposals to limit jury trials.
- Burnham's informal style contrasts with Keir Starmer's more traditional approach.
- Burnham won a special election in Makerfield and will become party leader on Friday.
- Burnham's campaign used a distinctive informal branding with T-shirts and glasses.
Andy Burnham is poised to become the United Kingdom's next prime minister, succeeding Keir Starmer. Burnham, known for his informal style and preference for T-shirts and jackets, plans to scrap proposals by David Lammy that would curb jury trials. Burnham secured his path back to Westminster by winning a special election in Makerfield and is set to become Labour party leader before being appointed prime minister by King Charles III.
Burnham's carefully curated, dressed-down brand, which includes wearing T-shirts to work, is seen as a strategic choice to connect with voters and signal the party's alignment with working-class roots, contrasting with Starmer's more traditional, metropolitan image. His campaign notably featured a memoji-style avatar and urged voters to 'VOTE ANDY FOR US.' He has also used social media, including selfie videos, to project an image of authenticity and relatability.
Political commentators note that politicians have historically used attire to send messages, citing examples like Winston Churchill's siren suit and Margaret Thatcher's handbag. While Burnham is expected to wear formal suits for official occasions, his day-to-day style is likely to remain informal. His approach has drawn criticism, with Conservative Leader Kemi Badenoch dismissing him as 'a pair of eyelashes and a black T-shirt,' a jibe Burnham playfully addressed in a video.
Burnham's political identity is also tied to his Northern English roots and his long campaign for justice for the victims of the Hillsborough disaster. While his informal style is intended to resonate with voters, there are risks that it could be perceived as less serious, particularly when facing difficult times. Public opinion suggests a general acceptance of his casual dress, with a majority believing it makes him seem in touch with ordinary people and more authentic, though men are more likely to prefer a formal suit.