Volodymyr Zelensky: A new Ukrainian masculinity.

This article analyzes Ukrainian President Volodymyr Zelensky's self-presentation through his fashion choices, arguing that his adoption of military-inspired but non-uniform clothing signals a shift toward a non-hegemonic, inclusive masculinity distinct from traditional Eastern European and Russian models. Zelensky's sartorial evolution—from tailored suits to casual fatigues and T-shirts—reflects his effort to embody solidarity with the Ukrainian people during the ongoing conflict with Russia while projecting a modern, empathetic leadership style aligned with European values. The article situates Zelensky's image within Ukraine's historical and cultural context, highlighting how his fashion and body language challenge authoritarian masculinity and reinforce a civic nationalism oriented toward European integration. It also discusses public and media reactions to his attire, illustrating how his clothing functions as a semiotic tool shaping perceptions of leadership and national identity amid war.