Former prime minister Naftali Bennett has replaced the suits and button-down shirts he wore in recent months with jeans and T-shirts as his campaign seeks to present him as younger, more accessible and energetic ahead of Israel’s October election.
Bennett, who leads the centrist Together party, has appeared in casual clothing at nearly every public event and television interview over the past two weeks.
The wardrobe change was a deliberate decision by campaign managers Hillel Kobrinsky and Yotam Ben-Yitzhak as part of a broader effort to reshape Bennett’s public image.
Campaign officials said the new clothing was intended first to appeal to younger voters by making Bennett appear less formal and distant and more approachable and familiar.
They said the change also affected the way Bennett conducted himself during interviews and public appearances. Instead of sitting stiffly in a suit in a television studio, he could move more freely, use more natural body language and project greater energy.
Bennett's campaign strategy reflects the 'coming to work' slogan
The new look complements slogans the campaign has promoted in recent weeks, including “We’re coming to work,” “We’re coming to fix” and “We’re coming to put things in order.”
The campaign is seeking to present Bennett as an experienced former prime minister who is prepared to roll up his sleeves and speak directly to voters.
Campaign emphasizes Bennett’s weight loss
Sources familiar with the campaign said the makeover was also intended to sharpen the contrast between Bennett and other leading candidates in Israeli politics.
Bennet is looking to project youth and energy
The campaign is presenting him as a younger, sharper and more energetic leader than several of his older rivals.
Bennett has also undergone a physical transformation in recent months, losing approximately 15 kilograms, or 33 pounds.
His weight loss and new wardrobe are among several changes made by the campaign as it works to refresh his political brand and present him as a more approachable and dynamic candidate.
Israel is scheduled to hold its first national election since the October 7, 2023, Hamas attack on October 27.