독일 총리 앙겔라 메르켈의 패션 스타일 : 패션 정치와 이미지 전략을 중심으로

Abstract

The study’s purpose is to examine the fashion style of political leaders who have built successful political images for themselves. Moreover, the study aims to provide baseline data for building the political images of the next generation’s female leaders. Therefore, this paper analyzes political images and strategies executed through fashion styles focusing on the case of German Chancellor Angela Merkel, a female politician with global influence. The study’s data were limited to photographs collected through Internet searches for the period 2005—when Merkel took office as Chancellor—to July 2017. Merkel’s term was divided into three stages: the first stage from April 9, 2005 to November 29, 2009; the second stage from November 30, 2009 to December 16, 2013; and the third stage from December 17, 2013 to July 31, 2017. Merkel’s overall fashion transformation, fashion style during key events, and the political implications of her style choices were analyzed. According to the study’s results, Merkel’s fashion style did not change between the first and third stages. By emphasizing consistency, her repetitive use of an identical fashion style crafted an image of a reliable politician. Additionally, humble and modest details and accessories created the image of a politician who cares about the underprivileged. Those choices therefore produced the effect of making voters feel a sense of affinity. Moreover, Merkel’s fashion choices intended to show a wide range of personality, transcending her image as a conservative politician. Merkel’s abovementioned fashion style has been subjected to severe criticism, but her more unexpected fashion choices have helped to build a positive political image. Therefore, fashion politics need to consider various political situations and strategies when making fashion choices, rather than simply focusing on favorably-received fashion styles.