Pundits have said that these behind-the-scenes photos were released in a bid to appeal to younger voters ahead of the second round of the French presidential elections this Sunday. Usually, Macron is found in tailored navy or black single-breasted suits, worn with immaculately starched white shirts and one-colour ties.

With this election being fought during a cost-of-living crisis by an incumbent who has been accused of being the “president of the rich”, the ever-savvy Macron has responded by purging anything that might be deemed luxurious. That means au revoir to his beloved Cartier Tank watch and bonjour to €400 (US$430) suits from Parisian tailor Jonas & Cie.

“French politicians want to be stylish but they also don’t want to stand out,” says Paris-based suit designer Charles Sébline, who has a new collection arriving on Net-a-Porter this month.

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“I don’t think any of the clothes British politicians wear could work in France, for example: it’s a totally different sartorial language. Personally, I think Macron’s ties and shirts are good, but the lapels of his suits are too small. Overall though, I think he’s playing it just right in these troubled times.”

Amusingly, when Macron wore a fitted black T-shirt in a video last year, Twitter users were horrified. “He disrespects the great history of this country,” one woman said, appalled by a garment she saw as unbefitting a French president. She had clearly never seen British Prime Minister Boris Johnson out for a run.

Generally, though, French leaders dress in a stylish but unobtrusive way that is a rarer sight in Britain or even America. Presidential candidate Eric Zemmour – when he was still in the running – covered up his alarmingly far-right views with respectable grey suits and wire rimmed glasses; glasses that one French website alleges were props. This was in contrast to British anti-immigration candidates like Nigel Farage, who like to signal their patriotism through flat caps, three-piece suits and even the occasional flag-of-England waistcoat.

Zemmour, however, received only a fraction of the right-wing vote and it is Marine le Pen who will face Macron this weekend. She can no longer hide behind Zemmour’s outrageousness to cover up her own controversial positions on issues like immigration and the European Union.

To win the election, Le Pen knows she needs to appeal to the centre. Much like Zemmour, she does this by trying to appear as outwardly respectable as possible.

Fashion-wise, this means looking attractive and presentable and largely adhering to the following uniform: neat navy, white or red jacket; collarless silk blouse in peach, cream or grey; pegged trousers; and heels. She is careful to look serious but also feminine – thereby appealing to her conservative base – with soft make-up and lightly curled hair.

In her campaign advertisement, she wears a coral jacket matched with light pink lipstick in some shots, and a glossy camel coat in others. On Wednesday night’s crucial debate – which attracted an audience of millions – she wore a simple pale blue silk top with a dark jacket.

“All past leaders, from Louis XIV to Napoleon, have used costume to create legitimacy for their power,” explained Samir Hammal, a constitutional professor at the Paris Institute of Political Studies, to The New York Times. “But Marine Le Pen is one of the best.”

He went on to argue that her outfit choices could be a tool to help legitimise a party that under her father was still seen as highly anti-Semitic, racist and xenophobic. To many it still is, but for the 23 per cent of people who voted for Le Pen in the first round, the face of the National Rally has clearly changed.

However, since then, Macron’s lead over Le Pen has already widened to 10 points and he is likely to win the election – proof, perhaps, that a touch of the Sean Connery hairy chest never did a politician any harm. After all, if sex is going to sell anywhere, it would be in France.