Jordan Bardella has had a makeover.

Like many in the new generation of right-wing European politicians, he has a neat haircut and sharply cut suits - now add to that glasses and some light stubble.

It’s all designed to achieve two things: clean up a historically toxic and racist far-right brand, and disguise his youth .

Bardella is only 30 years old, he has little life-experience outside politics, but he will be the next president of France in 2027 if new polls hold up.

The rebrand is working. For the first time this week, French polling company Odoxa predicted Bardella would win the presidency whatever his competition.

Bardella has a strong social media presence - 1.2 million followers on Instagram, 2.2 million on TikTok. It's attracting a youth following who identify with this y

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