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EXPERT COMMENT: Experts explain how Anthony Albanese’s makeover impacted his campaign


As Australia prepared to head to the polls earlier this year, one thing got the country talking – Anthony Albanese’s dramatic makeover.

Not only had the Labor leader shed a staggering 18kg since 2021, he had also picked up a sleek new wardrobe, ditching the ill-fitting dark suits for trendier tailored threads and glasses.

Albo showed off his new look – as well as his relationship with partner Jodie Haydon – in “soft” media appearances.

His glossy Women’s Weekly feature and 60 Minutes interview captured the attention of a somewhat politically disillusioned public in the early days of the campaign.

But has it worked – and will the 59-year-old’s new image win him votes, now that it’s almost crunch time?

Public relations expert Nicole Reaney agreed that Mr Albanese’s look likely helped him on the campaign trail.

“Anthony’s refreshed image portrayed a more corporate persona – opening up his potential pool of voters,” she explained.

“There was a risk it could alienate his established following if he steered to far away from his ‘from the burbs’ background.

“The move was successful, he has demonstrated he remains true to his core while positioning himself as a serious contender to his counterpart.”

Ms Reaney noted that “early polls are indicating a Labor win – evidence he has been successful in building new and existing community relationships”.

“Australia’s ethos connects to a ‘down to earth’ personality, however a corporate presentation suggests he too ‘belongs in the boardroom’,” she said.

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Nicole Reaney, Director of InsideOut PR and founder of influencer agency, #AsSeenOn. Nicole has extensive experience in corporate and consumer PR and Communications and is available to comment on topics.

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