Introduction. The conditions of comfortable communication in society have served as the basis for a person’s desire for self-expression, which makes up the necessary impression about him, i.e., to an image-representation, which has received the definition of image. The purpose of the image is to enter the practical sphere in order to achieve status in society. The aesthetic and psychological basis of the image expresses visual manifestations of the spiritual health of the individual, brings unconscious images to a conscious level. Mastering the mechanism of effective impact of appearance is relevant, because it is necessary for everyone, especially political leaders. Methods. To carry out the analysis, the following methods are used: comparative-historical, comprehending the formation of an image in the historical process; historical-aesthetic, giving an idea of the image in retrospect; psychological, determining the psychological and emotional patterns of the image; associative, allowing to understand the perception of the politician by the public at an unconscious level; semiotic, referring to the iconic system of costume as part of the image. From a sociological point of view, the needs of society for a certain type of politician are revealed. The purpose of the article is to study the features of building an image and the role of its aesthetic aspect in the overall assessment of the image of a leader, using the example of the images of V. V. Putin, V. F. Zhirinovsky, V. I. Matvienko, to analyze the possibility of strengthening a positive image constructed consciously and purposefully. Scientific novelty of the research. As a result of analyzing the image of the leaders of the past and present, the fundamental difference between the artistic image of vestigial fashion and the unique design of the public image has been revealed. The definition of the essence of the image of a politician is formulated. The assessment of using military and secular costumes in creating the image of the head of the country is given. Results. Studies of the image of politicians show that the most successful leader is the one with natural charisma that needs appropriate visual design. The visual image has a symbolism that can act as a means of legitimizing political power. The necessity of further study of the sign-symbolic system of appearance is revealed. Conclusions. The image of the head of the country, created by aesthetic means, embodies an image that is understandable to his voters, capable of causing positive emotions of others on an unconscious level, raising the authority of its owner and trust in him. In a broad sense, the image gives an idea of an entire epoch and a change in civilizational paradigms.
