What the pope’s outfit teaches us about leadership, image and public perception

A newly elected world leader recently made a very widely viewed public appearance. The Wall Street Journal made a big deal out of the leader’s choice of clothing, devoting two of the 13 paragraphs in the article to the outfit’s details and significance.

We all know that female leaders are often scrutinized and criticized for their clothing choices, so you might be assuming that I am talking about a woman. But not in this case. The object of this sartorial dissection was Pope Leo XIV. Here’s what the article said:

“Leo may be more accepting than his immediate predecessor of the rituals and trappings that come with the job. His choice of vestments offered a clue: He appeared on the balcony of St. Peter’s Basilica wearing a red-velvet cape and an ornate stole — traditional accouterments that Francis had chosen not to wear.

“Based on his sartorial choices, ‘we can expect a synthesis between Ratzinger’s extreme, theological focus and the extreme simplicity chosen by Francis,’ said Alessandro Saggioro, professor of history and religions at Rome’s La Sapienza University, referring to Francis’ predecessor, Pope Benedict XVI.”

Wow — that’s a lot to read into what a leader is wearing. 

Why appearance still matters: leadership, branding and the power of perception

There are two important lessons for leaders in this example. First, expect to be scrutinized, analyzed, criticized, and interpreted. When you are in the public eye, everything about your appearance — word choice, mannerisms, clothing, posture, hair, etc. — is fair game. 

Second, your appearance is an important part of your brand. It is naïve to think that people won’t make judgments about who you are based on how you look.

The takeaway? Be intentional about your appearance. Do you want to be known as a sexy leader? Then wear a tight-fitting, low-cut dress. Do you want others to see you as informal and sloppy? Then wear sweats and scruffy shoes to work. Do you want to be seen as competent and authoritative? Then dress the way senior leaders in your organization dress. 

I’m quite certain that the pope did not pick his vestments because he liked the color red. He picked them to convey a message about who he is, complementing the content of his message. It’s a very good model for other leaders to follow.

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