The politicians we'd like to see

>> A panel of fashion-watchers pushes image politics to the extreme

by ALEXANDRA SPUNT and PHILIP PREVILLE

Are there any limits to the concept of political image-making? Not anymore. In its campaign posters, the Parti Québécois took the trouble to touch up the photograph of Lucien Bouchard in order to eliminate, or at least tone down, his double chin. It may seem like a minor adjustment, but it's still a technique that, until recently, was reserved for fashion models in glamourous magazines. And politics, like fashion, resembles reality less and less with every passing day.

Such being the case, why stop at the chin? Why not go all out? The Mirror assembled a panel of fashion watchers and experts to comment on the political leaders' wardrobes. Based on the key image problems faced by each candidate, we then solicited radical suggestions for a fashion makeover.

The Mirror's fashion panel included: Benjamin Robin, hairdresser to Jean Charest; Nicole Bouchard, a fashion consultant for Elle Québec; Françoise Lecour, a film and TV wardrobe designer; and Étienne, a cosmetics expert. Forthwith, the results of our inquiry:

Jean Charest, Quebec Liberal Party

Image issue: Perceived as empty vessel; lacks substance.

Françoise: His look is too neutral--it makes no statement whatsoever. Don't know what to do about the hair.

Nicole: I'd put him in tweed and give his clothes some colour. The hair needs work.

Étienne: He's white as a ghost; I'd darken his skin. And what's up with the hair?

Synthesis: Trim the hair (don't hide the bald spot), add elbow patches, eyewear and Hush Puppies for the brainy, professorial look.

Lucien Bouchard, Parti Québécois

Image issue: Too severe; must appeal to women.

Ben: I'd put him on a diet to lose a few pounds.

Étienne: Needs something more casual, like a v-neck or turtleneck.

Françoise: A cashmere sweater would soften his look and keep him elegant.

Synthesis: Add wool pants and laceless boots for the warm, fuzzy, up-at-the-cottage look. Irresistible to the ladies.

Mario Dumont, Action Démocratique du Québec

Image issue: Needs to corner youth vote; too conservative.

Nicole: His look isn't bad, it's preppie.

Françoise: Too preppie. He's totally late-'80s. Lose the wool vests, go all-out modern.

Étienne: I could see him in a hip hop look: phat pants, the whole bit.

Synthesis: Add toque, Adidas shirt, running shoes, wallet chain. The kids will dig it.