Volodymyr Zelensky: A new Ukrainian masculinity

Volodymyr Zelensky became president of Ukraine in a landslide election in April 2019. Widely acclaimed for his unusual election strategy and populist rhetoric, Zelensky rebranded himself to disassociate from being a comedian and a trickster politician. Using Zelensky’s self-fashioning, I examine several strategies in his fashion choices to convey messages about gender and masculinity. His clothing, body language and behaviour tell a story about an uneasy relationship in Ukraine between the competing narratives of the nation and its military history and present. I argue that Zelensky’s clothing signals a sharp turn away from his previous pre- and post-election rhetoric of civic secularism and peaceful nationalism, as well as his emphasis on belonging. His use of military fatigues and traditional Ukrainian clothing demonstrates that he adapted his message to underscore Ukraine’s culture and history, while also drawing attention to the country’s militarization. At the same time, the casual style of dress he adopted, his open emotional expressions and his body language show a more contemporary and non-hegemonic version of masculinity.