French presidential hopefuls unveil romantic partnerships in 2027 election strategy

With less than a year remaining until the 2027 French presidential election, two prominent contenders have chosen to foreground their personal relationships as a central component of their campaigns. Gabriel Attal, the former Prime Minister and a centrist candidate, has published a book titled "En homme libre" which details his partnership with European Commissioner Stéphane Séjourné. Simultaneously, Jordan Bardella, the leader of the far-right National Rally, confirmed his relationship with Princess Maria Carolina of Bourbon-Two Sicilies following photographs published by the magazine Paris Match.

Attal, who became France's youngest and first openly gay Prime Minister in 2024, dedicated a chapter of his new publication to Séjourné, stating he has "nothing to hide" regarding the man he loves. The text also covers broader personal struggles, including his father's early death and his sisters' battles with antisemitism and wage discrimination. This approach marks a shift from previous political norms, as Attal moves to announce his bid for the presidency soon after releasing the memoir.

Bardella, a 30-year-old who has previously authored two books, made his most public display of intimacy when Paris Match captured images of him and Princess Maria Carolina on a beach in Corsica. In response to the media coverage, Bardella stated that he and his girlfriend have decided to stop concealing their relationship, describing it as an obvious fact of their private lives. This move is seen as a calculated effort to boost his profile ahead of the election, particularly if Marine Le Pen is barred from office due to an alleged fake jobs scandal.

Experts in political communications suggest this trend of revealing private lives is designed to spark conversation among voters who may not typically engage with policy-heavy debates. Philippe Moreau-Chevrolet, a professor at Sciences Po, noted that the campaign effectively began with Bardella's appearance in Paris Match, followed by Attal's book release. He argued that sharing one's private life has become an essential element for any successful presidential bid in the current climate.

This strategy contrasts sharply with other potential candidates who have opted to keep family details private. Édouard Philippe, another former Prime Minister with significant polling support, has discussed personal interests such as Bruce Springsteen and boxing, as well as health struggles including alopecia and vitiligo. However, Philippe has not extensively detailed his family life, a choice that experts say could allow him to frame a message prioritising the privacy of his wife and children.

Historical precedents for using Paris Match to reveal personal details are evident in previous French administrations. Former President Nicolas Sarkozy secured an interview with the magazine in 2007, while François Hollande featured his then-partner Valérie Trierweiler on the cover in 2012. Similarly, Emmanuel Macron and his wife Brigitte posed for the publication on a beach in 2016 prior to taking office, establishing a pattern where the magazine serves as a platform for candidates to humanise themselves before seeking the highest office.