Jordan Bardella, the 30-year-old leader of France's National Rally, is emerging as a potential future president according to recent polling data that suggests he could win the 2027 election.
The Bardella Makeover: Detoxifying the Far-Right Brand
Like a new generation of right-wing European politicians, Bardella presents a carefully crafted image with his neat haircut, sharp suits, glasses and light stubble. This polished appearance serves a dual purpose: cleaning up the historically toxic reputation of his far-right movement and disguising his relative youth.
The rebranding strategy appears to be working effectively. French polling company Odoxa predicted this week that Bardella would win the presidency regardless of his competition - a significant first in French political forecasting.
Bardella's substantial social media presence, with 1.2 million Instagram followers and 2.2 million on TikTok, is attracting substantial youth support. "We find that he thinks about us, about future generations, and that he's trying to improve things for us," one young supporter told Sky News during his national book tour.
Campaign Launch Marred by Controversy
Bardella's new book, What The French People Want, serves as his presidential platform for the 2027 election. The collection of short stories portrays a France that has drifted from its national identity through interviews with 21 ordinary citizens.
During a book tour stop in Vesoul, eastern France - classic National Rally territory - Bardella received hysterical receptions from young supporters. For over an hour in falling rain, crowds shouted his name and jostled for selfies with the rising political star.
However, the event took a dramatic turn when a 17-year-old schoolboy threw flour at Bardella, forcing his security team to bundle him into a nearby gazebo. The assailant was arrested while Bardella's team attempted to prevent media coverage of the incident.
Political Vision and European Alignment
Bardella has worked to distance his party from the openly antisemitic and racist views of its founder, Jean-Marie Le Pen. He has visited Jerusalem's Yad Vashem Holocaust memorial and severed links with Germany's extremist AfD party.
Nevertheless, he maintains strong anti-immigration positions, classifying immigration as "a major emergency" and vowing to abolish droit du sol - the automatic birthright to French citizenship. "All European countries, including the United Kingdom, are realising that immigration poses a threat to the major balances of society," he stated.
When questioned about the prospect of both France and Britain being led by far-right leaders, with Nigel Farage as potential UK prime minister, Bardella expressed respect for the Reform UK leader. "I have a lot of respect for Nigel Farage, for his fighting spirit," he commented, while clarifying this represented his personal view rather than political interference.
Though stopping short of proposing "Frexit," Bardella holds clear Eurosceptic views, stating that "every time the European Union gets involved in something, it turns into a disaster." He envisions the UK playing a significant role in his concept of a "Europe of nations."
Bardella's rising popularity capitalises on widespread frustration with Emmanuel Macron's administration, which has seen four prime ministers in little over a year and faces growing public debt concerns. With French elections due in spring 2027, the political landscape appears increasingly favourable for this young challenger.
