We seem to be witnessing a new wave of optimism lately. Happy, smiley faces of politicians doing chores, helping out, riding bikes, and marching in pride parades. The message is clear. The future looks bright, perhaps even brighter than their shirts. What really stands out is the choice of white coloured clothing worn by the two party leaders and their partners. These instances sparked my curiosity on how this sits in an understanding of colour and its social significance. What are they trying to tell us?
White has long symbolised a powerful image for anyone vying for office. From presidents to prime ministers, the choice of white attire has become a striking trend, impossible to dismiss as coincidence. Wearing white in politics is never just about fashion. It has long symbolised purity and giving the perception of integrity, making it a powerful colour for those seeking public prominence. It is worth noting that the tradition dates back to ancient Rome, where individuals standing for office would wear a toga candida which was a garment rubbed with chalk to achieve a brilliant white sheen.
In fact, the very word candidate (and even candle) derives from candida, meaning "bright" or "pure." This whiteness made the candidate easily visible in the streets during election campaigns and symbolised the virtues of honesty, moral uprightness, and transparency. The message in the colour white is not solely for men. White has long carried the legacy for the suffragette movement, as a symbol of empowerment and solidarity for women in their struggles for gender equality.
Simple, minimal, and striking clothes speak louder than words. It is not only white, but a minimal outfit projects an approachable look, as opposed to the more formal suit attire. In contrast to more elaborate or colourful attire, it strips away distraction and conveys a sense of discipline and simplicity. The message is that white garments in such contexts function as a visual shorthand for honesty and accountability. Not only that, white tends to particularly stand out in media coverage.
The choice of colours tells us how their use are not simply just aesthetic choices but carry social, cultural and symbolic meanings that influence behaviour and identity. Colours operate as a communicative tool, shaping how people perceive situations and relate to one another. Here, we cannot ignore the signified sense of belonging and identity in chosen colours. Think of the duality of a football match or a village festa where colour distinguishes teams, band clubs, or political parties.
Last month, rainbow colours took prominence in the streets and media, symbolising LGBTIQ+ pride and serving as a powerful expression of community and solidarity. Earlier in September, hundreds gathered in Valletta, waving the rainbow flag in a collective call for equality across all sexual orientations. Yet, these same colours are sometimes entangled with what critics describe as pinkwashing, when corporate interests co-opt the language and imagery of inclusivity to project a surface of progressive values.
Speaking of the colour pink, the start of October brings a pinker landscape. Pink, once simply associated with femininity and softness, takes on a deeper, collective meaning during this time. Its symbolising strength, solidarity, and hope. Shopfronts, and social media feeds are awash with pink ribbons and lights, reminding us of the ongoing fight against breast cancer. The campaigns that accompany this visual serve an essential purpose: to raise awareness about the importance of early detection, timely screening, and open conversations that can ultimately save lives.
Colours are part of our visual language. They frame how we communicate without using words. They mark who we are and what we stand for. Whether through crisp white shirts symbolising an approachable smart casual look, or flamboyant rainbow attire, they carry meanings that connect us to events, communities, and one another.
Prof. Valerie Visanich is an Associate Professor in Sociology