T-shirt, a blazer, and sunglasses were impossible to miss during Balendra Shah’s 2022 mayoral campaigns in Kathmandu. He decisively defeated candidates from established parties.

As mayor, his dressing style did not change — be it for formal or informal programs. Though occasionally, he appeared in black daura-suruwal, the Newari version of the traditional Nepali dress.

Ahead of the March 5, 2026 elections, as he campaigned for the prime ministership, Shah chose different fashion styles — kurta-pyjama or jeans and T-shirt.

When he took oath as Prime Minister on March 27, he was back to his black outfit — black daura-suruwal and shades. On April 8, when he met resident ambassadors at the Prime Minister’s Office in Kathmandu, he bypassed the traditional Nepali dress, wearing his signature black ensemble — goggles absent for the meeting but back for one-on-one photos with the envoys.

The black T-shirt, black coat, and black sunglasses have become part of his enigmatic persona, reflecting his reputation for minimal public engagement. Many observers note that the all-black ensemble reinforces a serious, authoritative image, emphasising discipline and mystery. In his little more than a month in office, Shah has made no public appearances, bolstering his image as a silent operator.

On May 10, however, he posted a photo on Facebook and a video on TikTok wearing a white shirt, striped trousers, and white shoes — with sunglasses included. The posts went viral within minutes.

Social media users quickly responded. Facebook, Instagram, and TikTok were flooded with Nepalis sharing AI-generated images of themselves in Balendra’s style — all white and accessorised with shades. His white sneakers became a particular point of discussion. Users began searching for the price of the shoes, while TikTok clips debated captions like “How much do Balen’s shoes cost?”, “The Prime Minister’s viral sneakers,” and “Cheap shoes, expensive vibes.”

Some claimed the shoes cost only Rs 1,200. TikTok user Leela showcased the same brand she owns, saying, “These shoes are going viral because Balen posted a photo wearing them. He’s actually very simple. You don’t need to be Prime Minister to wear these shoes.” Fans also noticed that Shah posted the photo without a caption. Many commented, “Even if you don’t speak, you should at least write something!”

In politics, clothes do matter. But it remains unclear whether Shah’s all-black style emerged by chance or intentionally became part of his identity. As a rapper and performer, he likely has an innate sense of fashion.

His shift to an all-white outfit on a Saturday — a weekly holiday and a leisurely day in Nepal — came amid criticism over recent decisions. His use of bulldozers to remove structures and evict landless squatters from Kathmandu’s riverbanks, and his recommendation of a junior judge over a senior one as chief justice, have drawn sharp criticism.

Guarded as he remains, the idea behind Shah’s sudden black-to-white change is a matter of speculation — was it aimed at signaling openness, neutrality, or a softer approach? With the photo posted without a caption, it appears he wanted to leave its meaning open for interpretation.

Whether the colour change was intentional, or carries specific meaning, remains unknown. Since taking office, Shah has maintained discipline in posting on social media, his preferred communication channel. After the Constitutional Council ordinance and squatter management controversies, he has made only two long posts to justify the government’s decisions. Unlike in the past, he has largely refrained from making personal — and at times provocative — comments.

That the May 10 posts went viral so quickly, however, demonstrates his popularity, though concerns remain about a governance style perceived as uncommunicative and forceful.

For some businesses, the posts became an opportunity. A video uploaded by a user named “Ujeli Darpan” noted rising demand after the Prime Minister’s new look gained attention. Other shopkeepers posted, “Clothes like Balen’s are available here.”

Arjun Ghimire, who runs Shrinagar Fancy Store in Baneshwor, also noticed the trend. Seeing customers searching online for similar outfits, he visited a wholesale shop in New Road early Sunday to buy tracksuits resembling Balendra’s, which cost between Rs 800 and Rs 1,500 depending on quality. “I brought them after seeing all the discussion on social media. Let’s see how the business goes,” he said.