Dress maketh the party, Tories told

By Hasan Suroor

LONDON, DEC. 29. When nothing works, how about ``dressing down'' a bit? This is what senior Tory leaders have been told to try out in order to acquire a more ``approachable'' look in the run-up to the general elections.

So, pin-stripe suits and old school ties are out, and short sleeves and open-necked shirts are in.

That's the message from the Tory chief, Mr. William Hague's press secretary, Ms

Amanda Platell, to the party top brass and it has the backing of Mr. Hague, who apparently believes that the Tories need to shed their stuffy image and bring themselves more in tune with the casual lifestyle preferred by younger voters.

After losing out to the Labour on issues, the Tories find that they are behind the rival party even in the ``fashion stakes'' as one leader told The Independent.

``Our problem is not that we're scruffy but that we look a hundred years out of date'', is how he put it justifying the need for a new and more ``electable'' dress code.

Ms Platell, known for her sharp dress sense, is reported to be concerned that pin stripe suits and ``regimental'' ties worn by many senior party leaders tend to intimidate the younger generation which like to breathe in a more informal atmosphere. Her prescriptions is: dress sensibly, but go for the trendy look. If you want to catch the ordinary man's eye, try and look like you are the neighbourhood guy.

Some Tory leaders sensed this much earlier, and they are already practising what Ms Platell is trying to preach.

The Shadow Chancellor, Mr. Michael Portillo, one of the most fashionable Tories, has appeared on television in open-neck shirts much to the dislike of some of his more conservative colleagues.

Even his formal dresses have a more friendly ambience than the Conservatives generally exude.

Mr. Hague tried the casual look when he appeared on a Channel 4 documentary in a T-shirt. His wife Ffion is said to be keen that as the leader of his men - and the few women who matter in his party - he should appear to be a man of action.

But with his low height and slight build there is very little that even the most inventive style guru can do much to give him a macho look.

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