It was in the television age that youth and good looks became an asset in politics. Leaders were required to be fresh-faced and camera-ready as they morphed into the polished everyman to be beamed into people’s living rooms. Ted Heath underwent a makeover when he became Conservative leader, as did Margaret Thatcher. Tony Blair’s smart youthful appearance was one of his USPs, the personification of his vision of Britain as a “young country”. Likewise, David Cameron with his baby-faced cheeks and his slightly edgy tattooed wife trumped the pale, stale and male brigade that typified 1990s Conservatism. Politicians have long believed that in order to be popular you have to be relatable, with some going to embarrassing lengths to prove their populist credentials — their love of beer, football or pop music — of which the British public have always been suspicious but now refuse to buy.
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