“To bring people to your side.” Diplomacy of images of the first lady in the USA

During the visit, the Ukrainian first lady addressed the Americans not only with speeches, but also with the language of her images. In just 4 days in the United States Olena Zelenska appeared in 8 different images.

Such exits have long been considered fashionable diplomacy and a non-verbal way of communicating with the world. What signals did Olena Zelenska want to send and what outfits did she choose for this? We analyze the main images together with an expert on diplomatic protocol Natalia Adamenko.

The first lady of Ukraine flew to the United States wearing a discreet pair with patch pockets in shades of khaki – the color her husband has been wearing since the beginning of the large-scale aggression. And already in this outfit there is symbolism, says Nataliya Adamenko:

“With this casual-military style chosen by Mrs. Zelenska, she said: she has just come from a country where there is a war. And she will talk about what is happening.”

The first lady demonstrated to the public that she is Ukrainian and when she received an award for civic leadership from the Clinton family. Zelenska was wearing black palazzo pants and a milk-colored silk blouse with bishop-style sleeves.

“A dark bottom and a light top is a 100% look that impresses with a business style and is festive. The bishop’s sleeves remind me of our vyshyvanka. And this also indicates that Ms. Zelenska never forgets that she is Ukrainian, the wife of the President of Ukraine, and at the same time a business woman.”

An important measure is an even more restrained image. At the summit of the UN General Assembly, the first lady is wearing a black jacket with a white border. Adamenko agrees with the opinion circulating on the Internet that this strip symbolizes the aspirations and hopes of the Ukrainian people in the darkest times.

“This is like a ray of hope that yes, the black streak ends in life, the white streak begins, but you have hope that you will enable us to experience this white color in our lives sooner,” Adamenko interprets.

Zelenska chose a solid black suit for a visit to the Pentagon. Such an outfit is like a tribute to the memory of those who died as a result of the disaster of September 11, 2001 in the USA, says expert on diplomatic protocol Nataliya Adamenko.

By the way, the Ukrainian president’s wife will later wear the same outfit for a visit with Canadian Prime Minister Justin Trudeau. But thanks to loose hair, the outfit has a completely different mood, she says.

“Trudeau is Trudeau. You know he can wear red socks with a classic suit. He’s a bit of a rebel. That’s why he can have loose hair. It’s not the Pentagon, it’s Justin Trudeau. But I won’t say that he violates the dress code. And Ms. Zelenska did not violate the rules of conduct with this move. She probably emphasized friendly relations, less business ones.”

“On the other hand, the visit to the Bidens had a less official flavor. That’s why it makes no sense to be 100% business-like or emphatically reserved in something, – says Nataliya Adamenko, – Olena emphasized the fact that she is the wife of the president of Ukraine with this brooch with the real contours of our country.”

Zelenska came to a meeting with representatives of the Ukrainian community and American politicians, and before that, with students of Georgetown University, in an embroidered jacket and black pants. Adamenko says that this image is beyond any criticism.

“Students are the kind of people to whom, no matter what you came to, they will probably always criticize you. That’s why Ms. Zelenska chose just black pants, which everyone wears, and the embroidered one is me. I’m Ukrainian. And “It’s very difficult to criticize national clothes. She’s well done, she knows the real way to any audience.”

It is also worth noting the manicure of the first lady – it is difficult to say whether her nails are painted or not. Therefore, it immediately becomes clear: her appearance is according to all protocol standards, assures Nataliya Adamenko.

“Women of this status cannot have a bright manicure. This is a written and unwritten rule. Only nude. And not very long nails. This is the norm for a woman who occupies a special place in the world.”

Traditionally, every image of the first lady is from Ukrainian designers, which is mandatory nowadays, says the diplomatic protocol specialist.

“She represents our country. She is the business card of her husband and our country. And if she appeared in the Armani brand, no one would understand it.”

Minimalism, pastel colors and a minimum of jewelry seem to symbolize the importance of the soft power of the institution of first ladies, says the expert.

“Olena told a lot through her clothes and non-verbal communication method. And about myself, and about our country. And really did everything to achieve the goal. Do you know what the sole purpose of the rules of conduct is? Bring people to you. And Ms. Olena correctly did everything with her clothes to win over the UN, students, the Bidens, Hillary Clinton — everyone.”